From Stake-Kick Sauber to Oracle Red Bull Racing, Zak Brown has sounded the alarm on McLaren’s rivals, cautioning that relying heavily on title sponsors may be lucrative but also “dangerous.”
McLaren, one of only three teams without a title sponsor, last had a major sponsor in 2013 with Vodafone, a partnership that began in 2007 and was worth up to £50 million annually. The Woking team chose not to replace Vodafone and has been without a title sponsor since. CEO Zak Brown intends to continue this strategy, favoring a diverse range of sponsors over dependence on a single major one.
Brown explained, “From day one, I wanted us not to be dependent on a sponsor. If you look at our partners, we aren’t either. If you have a title sponsor, like some teams, then that’s dangerous. Because if that sponsor leaves you, you have a big gap to fill.” McLaren’s approach includes a varied roster of sponsors such as British-American Tobacco, Monster Energy, and Richard Mille, but no single title sponsor.
This diversified sponsorship strategy is rooted in McLaren’s desire to remain financially stable and self-reliant. Brown added, “I like the approach we have taken. It would have to be the right brand and the right partnership, then we would be open to something like that.”
Meanwhile, McLaren’s extensive list of sponsors continues to grow, a testament to their efforts both on and off the track. Brown emphasized that McLaren remains grounded and does not take their success for granted. “We have to stay grounded because we know where we came from. We earned it the hard way and I think that was a good thing. So we know what it feels like. It makes us work even harder to make sure it doesn’t happen again and we don’t take anything for granted.”
With McLaren, Williams, and Haas being the only teams without title sponsors this season, the conversation about the sustainability and risks of title sponsorship in F1 remains relevant. Brown’s comments highlight the potential hazards of relying too heavily on one major sponsor, advocating for a more balanced and resilient approach.
Zak Brown’s warning serves as a crucial reminder of the volatility that can come with heavy reliance on title sponsors. McLaren’s strategy of maintaining a diverse portfolio of sponsors reflects a cautious yet potentially more sustainable business model in the high-stakes world of Formula 1.
