Are There Any Formula 1 Races In The Us Sponsorship and Sports – The ING Example: Running & Formula One

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Sponsorship and Sports – The ING Example: Running & Formula One

Sponsorship is one of the ways to build and enforce a brand. And the game is always well watched. But it is not the only game that is targeted. Support to ING consists of three main programs: sports, arts and culture, and community development. describes ING’s client policy. (http://www.ing.com/group/showdoc.jsp?menopt=spr&docid=074368_EN&lang=EN)

Running has been ING’s main focus for sponsoring sporting events; because it is a sport that attracts people around the world, it is practiced and accessible to millions of people around the world… One of the biggest events in our program is the ING New York City Marathon.

Running is one of the healthiest sports out there, healthy in many ways: it’s a sport you can do indoors, naturally, on the street (in New York) and almost anyone can join and you don’t need fuel.

Recently, ING added a new sport to its sponsorship portfolio and that is Formula One, by sponsoring Renault F1. Renault is looking for a new sponsor as sponsors of cigarettes (Mild Seven) are banned from the stage (F1 and TV). There is also uncertainty about Telefonica; the Spanish Telecom company that may leave the sponsorship of Renault F1 after Fernando Alonso (from Spain) switched from Renault to the McLaren team).

ING is a banking (investment) and insurance company.

According to ING, … ING has chosen Formula 1 as a strong platform to build global awareness … The opportunities this agreement provides include year-round exposure. Grand Prix races take place in 17 countries, of which ING is active in 15. Formula One attracts 850 million television viewers a year.

Unlike racing, Formula One (funding) is very dangerous. That’s not the only thing that happened to Ayrton Senna. But Formula One is a more controversial sport than Running, maybe not as controversial as Bullfighting, but there are people against it.

As ING is a Bank and Insurance, I would say that driving would fit better with the image of insurance, Formula One and the image of (investment) banking.

© 2006 Hans Bool

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