McLaren F1 team not expecting title sponsor for 2018
McLaren officials are not expecting a title sponsor for the 2018 Formula 1 season, but executive director Zak Brown anticipates “one or two” further sponsors to jump on board before the start of the season.
When brought in toward the end of 2016, Brown was charged with attracting a title sponsor to the struggling team. Poor results and a lack of pace made this a near impossible task but, having switched to Renault power for 2018 and an expected upturn in form, companies have been enticed back to the eight-time constructors’ championship winning team.
“Everything commercially is going really well,” Brown said in an interview with motorsport.com. “We announced Dell, so we are now three announcements in. I would anticipate having another one or two before the start of the season and then it is ongoing.
“Once the season starts, things slow down a bit, but you never stop. There is a lot of good commercial interest and then when we hit the track, that will also help — because there are some people, understandably, who want to see how we perform.
“Coming off of ninth (out of 10 teams) in the championship last year, it doesn’t make selling partners any easier, so if we can quickly demonstrate we are no longer a ninth-placed team, that will just build on itself.”
McLaren last raced with a title sponsor in 2013 — the final year of a seven-year partnership — with telecommunications company Vodafone. While Brown sees the need for a big bucks title partner, he isn’t worried by the absence of one, at least or 2018.
“I don’t think we will have a principal partner going into this season. We definitely want one. Our business ramp up is one where we want to get back to where we were in sponsorship over a three- to four-year period.
“We are on target for our financial goals for sponsorship revenue for this year, and I think again that will just build momentum.”