F1 Global Sponsorship Deal
Executing Hyland’s First Ever Global Sponsorship Deal in Formula1
Hyland is a leading content services provider for organizations across the globe with more than half of the Fortune 100 using its products and solutions. But with recent acquisitions, the Hyland name still wasn’t well known across the globe. So, we identified a new area to connect with the global C-Suite audience by providing a platform to engage these decision makers and put Hyland’s better business performance promise into action. Enter Formula 1.
We negotiated two separate deals with both Alfa Romeo F1 Team ORLEN and Valtteri Bottas that allowed us to tell our story digitally and on the ground with customers across the globe. Each deal had their own benefits granting Hyland unparalleled access to the entire Alfa Romeo F1 Team ORLEN team including drivers, engineers and managers, along with a personal deal with Valtteri Bottas allowing him to be the face of our campaign.
In its first year, we helped Hyland break through with a highly educational, efficient and tightly, targeted media campaign with Valtteri Bottas as the star. From social media to video content and native articles, each piece was crafted to showcase the parallels between Hyland’s approach to business and Formula 1’s data-driven business and the power of speed. Building true awareness, understanding, and affinity among our audience for all partners.
On the ground, we helped bring the partnership to life through best-in-class hospitality in four continents across the globe hosting customers in Europe, Asia, South America and the US.
Additionally, Hyland branding is visible on the outer side of the car halo and fire suit sleeve of team drivers Valtteri Bottas and Zhou Guanyu along with the side of Bottas’ helmet and fire suit sleeve. In 2023 and beyond, the Hyland logo will also be featured across teamware garnering additional branding across the broader race footprint.
The partnership from the 2022 F1 season generated almost 80 million broadcast impressions. Media placements earned over 200 million impressions. The campaign itself garnered close to 70 million impressions and almost 40 million video views.