Here is your starting point, before the change

Two editions run under another name first. A title handover is the one moment somebody asks what the name was worth. No reading exists on either of the two happening here.

BoxBoxd

Prepared for Heineken August 2026

In 2028 your name goes on this race. Between now and then, two editions run under somebody else. That is the only window in which a starting point can be taken.

A title handover is the one moment a rights holder is asked what the name was worth. Neither of the two happening here has ever been measured.

Two handovers on the same property

TAG Heuer took the championship timekeeper role from Rolex in 2025 then titles this race from 2026. You take the race title in 2028. Two names change hands on the same weekend inside three seasons.

 

Timekeeper, Rolex 2013 to 2024, TAG Heuer from 2025. Rolex entered our rotation on 3 August 2026. TAG Heuer follows.

 

Race title, TAG Heuer 2026 and 2027, Heineken from 2028. Two editions to establish what the outgoing name held.

Neither timekeeper has ever appeared on a car. Both live on trackside clocks, timing graphics and the countdown, which is the same category of surface as a race title. That makes the pair the cleanest available test of whether a name change on a category is noticed at all.

Where you already stand

You have been a partner of the championship since 2016 and you are already in the index. The Sponsor Memory Score answers one question: of the people who recognise a brand, how many can say where it is.

KitKat

84.2%

Gatorade

78.8%

Allwyn

55.6%

Honda

53.2%

TeamViewer

47.2%

Vodafone

45.3%

Santander

38.8%

Marlboro

32.4%

Oracle

31%

Jim Beam

29.6%

Tommy Hilfiger

15.5%

Sponsor Memory Score. Of the people who recognise a brand, the share who can say where it stands. Fame cannot change it. Only the surface can. Platform reference 45.4.

What a baseline is worth in 2028

In two years somebody will ask what the title was worth before your name went on it. If nobody took the reading, the answer is a projection. If somebody did, the answer is a number. The difference between the two readings is yours.

Madrid also carries the Fan Zone where your activation runs. The audience that goes racing in Spain leaves the most satisfied of the season. Barcelona holds the best race rating of 2026 at 3.63 out of 5 across 1,161 responses.