Virgin’s entry into Formula 1 during the Australian Grand Prix this weekend demonstrated the classic Virgin hallmarks – opportunistic timing and Sir Richard Branson-led PR – plus the priceless gift of good fortune, in the shape of Jenson Button’s fairytale win for Brawn GP on its F1 debut.

But without wishing in any way to detract from Virgin’s coup, I noticed that they missed one very big opportunity in Melbourne, by not having Virgin branding on the Brawn GP drivers or team.

This is a must-have in F1 sponsorship because one-third of the brand visibility generated over a Grand Prix weekend occurs post-race, on the podium and in the driver interviews – both of which, of course, Brawn GP dominated at Melbourne.

Whatever, it’ll be interesting too see if things change at next weekend’s Malaysian Grand Prix.

By Tim Crow on March 30th, 2009

Tags: Default, Formula 1, Sponsorship

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