It is undoubtedly one of the most prestigious brands in the circus. It competes in several other motorsport championships, first and foremost the WEC. We are talking about the Aston Martin team, which, despite being far from the top positions in F1, has achieved great commercial success, with numerous sponsors embellishing the green car from Silverstone.
Since the Aston Martin brand entered the top tier of motorsport in 2021, its performance has been highly inconsistent. After finishing fourth in the constructors’ standings in 2020—when it was still Racing Point—the team’s results plummeted in the following two years. It placed seventh in both seasons, with its best result being a second-place finish by Sebastian Vettel in Baku.
Performance improved significantly in 2023 when Fernando Alonso joined the team alongside Stroll. The team secured fifth place in the final standings and achieved eight podium finishes. However, in the most recent season, 2024, problems resurfaced.
Despite maintaining fifth place in the constructors’ standings, Lawrence Stroll’s team was far from the top four. It scored 94 points—186 fewer than the previous season. Most of these points, it must be said, were earned by Fernando Alonso, who finished in the points 14 times.
Despite these disappointing performances, sponsors have not backed away. Many have signed agreements with the British team over the year. In the final months of 2024, Puma, Xerox, and Glenfiddich joined. This expansion will continue in 2025 with the addition of Pepperstone, Arm, and Atlas Air.
Regarding this, in an interview with Motorsport Week, commercial and marketing director Jefferson Slack explained what’s behind this commercial success. “First of all, from a macro perspective, Formula 1 is enjoying incredible health. If you’re a global marketing executive right now, it’s one of the best options to reach a vast audience.”
“This is all thanks to Liberty Media and the work they’ve done, which we are benefiting from. The pie is growing, getting bigger, and there are more partners out there who want to join,” Slack continued. “Obviously, if we win more or perform better, that wouldn’t hurt.”
“Nevertheless, the brand is 113 years old and will continue to be ambitious and create wonderful cars. We see this as a fundamental advantage. Even if it sounds a bit self-serving, I believe we have treated our partners very well. I think all the companies we speak to realize this and recognize the value in it.”
Leave a Reply