Are you becoming the brand of Formula 1 in Spain?
99% of the audience name you and ninety seven attribute you correctly. Thirty eight point 4% can say where you are. That third number is the one your renewal turns on.
You are the founding partner of a grand prix in your own country, on a multi year agreement. You have been in this sport longer than almost anyone on the grid.
On two of the three questions we ask, you are first. On the third, you are below the reference.
The two questions you win
We show a blurred sponsor logo with no name attached and ask three questions in order. Name the brand. Name the team. Say where it stands on the car. 6,391 tests across the 2026 season, on a platform of 34,000 people.
Santander is named by 99% and attributed correctly by 97%. Both at the very top of the whole index. They have held through three team relationships and two eras of branding.
KitKat
Gatorade
Allwyn
Honda
TeamViewer
Vodafone
Santander
Marlboro
Oracle
Jim Beam
Tommy HilfigerSponsor 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.
One audience reads you seventeen points better
Madrid built its launch around Carlos Sainz. His audience is 771 people on the platform. It places your branding better than anyone else does.
It is not a Spanish effect. Fernando Alonso carries a far larger Spanish share, 24.6% of his audience against 3.6%. His audience places Santander at 35.3%, below the platform. The nationality and the recall lift do not belong to the same driver.
That is an ambassador decision with a number attached to it, rather than a reach argument.
What we do
- We take your Sponsor Memory Score in race week and again three days after, so you see what the weekend produced.
- We split the Sainz audience out, so the ambassador effect reads separately from the crowd effect.
- We give you the same score for every comparable brand on the grid, so the number means something in a negotiation.
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