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Dell BMW Sauber Sponsorship Overview
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Dell BMW Sauber Sponsorship Overview


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A simple overview of Dell's sponsorship of the BMW Sauber F1 team in the early stages of the sponsorship. …

A simple overview of Dell's sponsorship of the BMW Sauber F1 team in the early stages of the sponsorship.

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  • 1. Dell | BMW Sauber F1 TeamSponsorship OverviewAugust, 2006
  • 2. Sponsorship Summary• Dell became a sponsor of the BMW Sauber F1 Team in May, 2006.• Sponsorship is in place for three years and may be renewed• Sponsorship includes the Dell logo on cars, uniforms and IT equipment, as well as customer hospitality at races, use of show cars, etc.
  • 3. Sponsorship Summary – cont’d• XPS and other high-performance products will be promoted through sponsorship activities such as: – Consumer marketing programs – Hospitality events for business customers. – Internal campaigns to employees• U.S. and regional leverage of sponsorship activations is critical to maximize the sponsorship’s ROI. – Dell programs can qualify for reimbursement through Intel Inside Classic or JMP programs – Note: Intel is a co-sponsor of the team
  • 4. 2006 Schedule – Remaining Races of AugustGrand Prix of: Location: Date:Italy Monza Sep 8-10China Shanghai Sep 29 - Oct 1Japan Suzuka Oct 6-8Brazil Sao Paulo Oct 20-22Races already held in:Bahrain Germany Canada HungaryMalaysia Spain U.S. TurkeyAustralia Monaco FranceSan Marino Britain Germany
  • 5. Next Steps• Build internal and external communications program to create awareness, usage, and excitement around the sponsorship• Potential internal programs: – Splash screens, NewsLine, Daily DIRECTion – Web site and opt-in mailing list for the “Dell BMW Sauber F1 Team Fan Club” – Show car tour at key Dell locations – Driver appearance(s) for select events – Employee tickets to events for award/recognition of CE• Potential external programs: – Press release templates and background materials for WW audiences – Web site and opt-in mailing list for customers – Formula BMW award program for racers’ performance – Driver appearance(s) for select events
  • 6. Back-up
  • 7. Resources• BMW Sauber F1 Team• BMW Motorsport• Intel Driven to Perform• FIA (the governing body for F1 racing)• The Official Formula One Web Site
  • 8. BMW Sauber F1 Team Sponsors• Dell• Intel• Petronas (Malaysian oil and gas company)• Credit Suisse• O2 (European mobile phone service provider)• Michelin
  • 9. F1 Overview• F1 contends with soccer for title of the world’s most-watched sport. F1 has a Relative Horsepower huge fan base in Europe, South America and parts of Asia, with 900 developing markets in Bahrain, China and Turkey. 800• 700 F1 certainly is the world’s most expensive sport. Budgets for leading 600 teams range up to $385 million. 500• The cars currently produce approx 800 400 800 700 horsepower at nearly 20,000 RPM. The 300 505 engines are V8 configurations with a 200 capacity of 2.4 liters. 100 244• The cars attain top speeds approaching 0 200 MPH dependent on the track. Honda Accord Chevy Corvette NASCAR F1 Car Cornering and braking forces are extreme – drivers can experience forces up to 5G.
  • 10. F1 Overview – cont’d• Technology is what enables the high performance: – Cars and engines are designed with advanced CAD systems. – Aerodynamics are such an important aspect of performance that leading teams own and operate a wind tunnel on a 24-hour-a-day basis. – Each car carries approx 150 sensors that monitor various dynamics such as engine and exhaust gas temperature for each cylinder, cornering and braking forces, brake temperatures on each wheel, and various fluid levels and temperatures.
  • 11. BMW Sauber F1 Team Overview• BMW Sauber F1 team is in its first year of competition, having been formed by BMW’s purchase of the Sauber F1 team at the end of the 2005 season.• Peter Sauber, a Swiss, started building race cars in 1970. In the late 1980’s he partnered with Mercedes to gain engines for his endurance racers, resulting in a one-two finish in the 1989 Le Mans 24 Hours and two consecutive wins of the Manufacturers’ and Drivers’ titles in the World Sports Car Championship (1989 and 1990).• From 1993 to 2005, the Sauber F1 team competed in 216 Grand Prix events, with six third place finishes the best results achieved.• BMW, which had been providing engines to the Williams F1 team, ended the relationship with Williams and purchased the Sauber team for the 2006 season and forward.
  • 12. BMW Sauber F1 Team Overview – cont’d• 2006 team goal – develop the team and gain experience with new engine and chassis.• 2006 results to date – BMW Sauber generally have been at the front of the mid-pack finishers.• Team drivers: – Nick Heidfeld – Jacques Villeneuve – Robert Kubica, test driver• Team management: – Mario Theissen, Director of BMW Motorsport – Heinz Paschen, Powertrain Technical Director – Willy Rampf, Chassis Technical Director
  • 13. F1 Background• Formula One, abbreviated to F1, and also known as Grand Prix racing, is the highest class of single-seat, open-wheel, formula auto racing in the world.• The "formula" in the name is a set of rules which all participants and cars must meet.• The F1 season consists of a series of races, known as Grands Prix, held in most cases on purpose-built race tracks, and in a few cases on closed city streets. There are 18 races on the 2006 calendar.• The results of each race combined determine two annual World Championships, one for drivers and one for car constructors.• The 2005 Drivers’ World Champion was Fernando Alonso and the Constructors’ World Champion was Renault.
  • 14. Key Teams and Drivers• Renault (2005 Constructors’ World Champion) – Fernando Alonso (2005 Drivers’ World Champion) – Giancarlo Fisichella• Ferrari – Michael Schumacher (Seven-time world champion) – Felipe Massa• McLaren – Kimi Raikkonen – Pedro de la Rosa