Fernando Alonso's victory in Shanghai was something of a personal milestone – a 31st Grand Prix win to bring him level with Nigel Mansell and behind only Michael Schumacher, Alain Prost and Ayrton Senna in the all-time list – but also an important triumph for the Ferrari brand. Ferrari is on the rise in China, with road car sales up 14.6 per cent in the country in 2012, and the Formula One team signed its first Chinese sponsor over the winter. Weichai Power, described by Ferrari as 'China's leading industrial brand and its largest automotive component and machinery group' chose the perfect weekend to launch its four-year sponsorship, which was announced in February. Piero Ferrari, who was on the podium on Sunday to collect the constructors' trophy for the team, gushed: “Our relationship with China has gone from strength to strength since we sold our first car here in 1992. Greater China is now our second largest market, thanks to sales of 750 cars per year. We also have a large following here made up of clients, collectors and incredibly passionate fans.”
A step in the right direction
Formula One has been a slow burner in China since the sport arrived in Shanghai for the first time in 2004. Impressive early attendance figures – the Shanghai International Circuit can hold around a quarter of a million people – tailed off after a couple of years, but in 2013 there were signs that the event is properly establishing itself. Juss Event, the local promotions company which runs the Grand Prix on behalf of the government, told the Shanghai Daily newspaper that nearly 190,000 people attended over three days this year. Formula One's lack of coordinated promotion in China and the particularities of the Chinese market are well-documented, but Sunday's crowd indicates a step in the right direction.
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The truth about Emilio
Santander are one of the big spenders in Formula One, with common wisdom suggesting it invests US$40 million per year to sponsor Ferrari plus a smaller agreement with McLaren in the UK and, over the years, several race sponsorships. As prominent as its branding at Formula One races around the world is the sight of its executive chairman, Emilio Botín, on the grid and in the Ferrari pits. Sure enough, there he was again on Sunday in Shanghai. A classic case of petrolhead-executive strong-arming his company into a sport he loves? Not so, according to Pablo De Villota, the company's charming Formula One sponsorship manager. Speaking at Repucom's International Motorsport Summit earlier this month, De Villota confirmed Botin now attends 12 races per season but insists he had never visited a race before the sponsorship began in 2007. So now we know.
Zume-ing into action
If Formula One has been behind the curve in China it could probably be accused of failing to spot the curve in broadcasting and new media. Finally, though, that might be about to change. A new digital platform, developed over two years in the UK, is about to be rolled out in Japan after its creators struck a deal with Formula One Management. The Zume Media Platform is a live video and data streaming application designed as a 'second screen' experience for television viewers and with the aim of offering fans personalised editorial control of coverage. A deal with a Japanese distributor is believed to be in the works. Bruce Steinberg, a co-founder of Zume, said: “From Formula One to football, fans are accessing content from multiple devices, choosing the cameras, the angles and the highlights they want. Zume makes this possible, letting fans use their imagination to personalise their viewing experience and become the architects of their own shows.” As impressive as it all sound, the fact he managed to get Formula One to listen is at least as commendable.
The Black Book is back
Forgive the plug, but the eighth edition of the Black Book, the independent business guide to the Formula One world championship, returned from the printers last week. Published by SportsPro, this year's 300-page edition features analysis and comment on all eleven teams, all 19 Grands Prix and examines every sponsor active in the sport this year. There is also a healthy selection of statistics and a comprehensive contacts directory, as well as a special look at the more luxurious side of Formula One. If you'd like to order your copy today, the easiest way is to click here.