Marketers are feeling cautious due to U.S. tariffs and a potential recession, making live sports a reliable investment for media budgets. PwC has introduced a refreshed brand identity while partnering with Formula One as its Official Consulting Partner. This strategic move not only aligns with F1's association with speed and technology but also taps into its growing popularity in the U.S., with record viewership. PwC's rebrand campaign comes at a critical time when many marketers are postponing big campaigns, aiming to leverage the potential of live sports to drive audience engagement.
Live sports has already become one of the last avenues available to marketers pursuing mass audiences. Now, that reliability provides additional reassurance that their media spend is actually going to move the needle.
PwC is built to move fast, think ahead, [and] deliver quality results in a world that is constantly changing ... [that's] very connected to Formula One and what they are doing day in and day out.
Formula One has expanded significantly in recent years, with TV viewerships averaging well over 1 million each race. Over 3 million viewers caught the 2024 Miami Grand Prix on ABC, a record for the sport in the U.S.
For PwC, the rebrand and accompanying campaign was 18 months in the making. It includes a fresh Formula One sponsorship slot that'll see the B2B brand become part of the motorsport's growing presence in the U.S.
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