McLaren F1 expects more 2019 sponsors (Update)

Brown claims McLaren does NOT want a title sponsor that would take away from their brand. In reality, racing is no longer McLaren's core business. Selling high performance street cars is where McLaren generates all its revenue. The F1 team is there to enhance the brands image.

UPDATE Why is McLaren racing in the Indy 500 again. One reason, and one reason only. McLaren's biggest high performance passenger car market is the USA. Selling passenger cars is where McLaren generates the majority of its revenue.

With only one F1 race in the USA, it makes sense for McLaren to race in the 500 to expose the McLaren brand name in the USA and sell more cars in the USA. Zak Brown says they want to give their race team sponsors more exposure in the USA, and while that remains a noble goal, what he fails to say is that selling cars is McLaren's #1 goal, and to do that, brand image is paramount.

“That is one of the reasons why we are competing in the Indy 500, because we think Indianapolis and the IndyCar series… for seven out of 10 sponsors, America is an important market," Zak Brown stated.

"Formula 1 right now can’t quite ring that bell as loudly as a lot of partners would like, so we feel IndyCar racing for a variety of reasons, but that being one of them, helps round out a global proposition for our partners."

12/30/18 Despite their less than stellar on-track performance in 2018, McLaren is commercially all set for another year of growth, says the marketing guru and McLaren CEO Zak Brown.

The American business and former race driver came to the British team at the end of 2016 season to head their marketing team. His elevation to CEO early this year is seen as a testament to his ability to bring in sponsors.

Although only a few new sponsors joined in 2018, the revenue had improved well, Brown assured.

Speaking with Racefan.net, he said: “We have made good progress this year,"

“We have hit our anticipated revenue numbers. Like our on-track road to recovery [program], we have the same kind of road to recovery on our corporate partners.

“I think we brought in more new partners than any other racing team or the series this past year.

“They were great brands, long-term relationships: Dell Technologies, Petrobras, FX Pro etc… I would anticipate having the same level and amount of new partners joining us in 2019."

It really does not matter whether McLaren wins races. The fact they have an F1 team enhances their ability to sell $million street cars

Brown insisted they are not looking for a ‘title sponsor’ since it dilutes the viability of McLaren brand.

“We are not actively trying to find a title partner, we’re actively trying to find what we call a principal partner," added Brown.

“What that means is a title sponsor as you would know it from a visibility on the car standpoint – of course, you would want that level of partner – but unless it is exactly the right partnership, we aren’t actively trying to bring any other brand alongside our brand.

“Because I think ultimately we are McLaren, we remain McLaren and not change our name as I think any great brand would not want to change their name. So it’d have to be the right partnership.

“[I’m] comfortable with where we are commercially and of course I think the more on-track success we have, it will be making it easier to accelerate