The 2023 Brand Partnership of the Year shortlist has been announced after an extensive selection process, highlighting five impactful partnerships within motorsport. This prestigious award recognises brands that effectively utilise their motorsport involvement to enhance their identity, engage audiences, and support their partnered teams or drivers creatively. The winners will be revealed at the Autosport Awards on January 29 in London.

The shortlisted candidates include:
– Michelob Ultra x Williams Racing: The partnership created a nearly one-hour special, ‘Lap of Legends’, featuring legendary drivers competing against current driver Logan Sargeant, garnering massive viewership and high praise for its innovative use of AI.
– Peroni Nastro Azzurro 0.0% x Scuderia Ferrari: Marking their debut partnership, they rebranded their product and created a cinematic heist-style launch film, achieving massive reach and sales success.
– Saudia x Newcastle United: This cross-sport activation introduced ‘The Secret Driver’, integrating football players with a Formula E car, resulting in significant impressions and visibility for Saudia.
– SABIC x Formula E: By leveraging their technology in electric motorsport, SABIC showcased innovations like the GENBETA prototype car, which achieved a world record speed indoors, while also using AR for audience engagement.
– Visa Cash App x VCARB: Featuring a unique car wash activation themed around their Visa Chameleon Card, this partnership delivered impressive engagement and a significant boost in card orders.
The shortlist reflects innovative and impactful activations that have resonated with audiences globally, setting high standards for future brand partnerships in motorsport.

The Brand Partnership of the Year award aims to honour brands that use their relationship with motorsport to strategically convey their brand messages and enhance value for their teams or series. This year saw a record number of entries, culminating in a shortlist that exemplifies creativity and effectiveness in activation strategies. The Autosport Awards, hosted annually, serves as a stage to celebrate these influential partnerships, alongside accolades for drivers and innovations.

In summary, the Brand Partnership of the Year shortlist showcases a diverse range of innovative collaborations that have successfully amplified brand messaging through motorsport. Each of the five candidates demonstrated exceptional creativity, audience engagement, and effectiveness in their campaigns, making them frontrunners in this competitive field. The final winner will set a benchmark for future brand partnerships, highlighting the ongoing evolution of marketing in the dynamic world of motorsport.

Original Source: www.autosport.com

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