How Aston Martin’s F1 team drives awareness for its carmaker parent brand

The British Grand Prix this weekend will see hundreds of thousands of spectators flock to the English village of Silverstone, home to one of the most hallowed circuits in motorsports.

It’s also a chance for U.K. automaker Aston Martin Lagonda to turn the attention given to its Formula 1 team into consumer goodwill and, hopefully, purchase consideration. The sport has found a new fanbase in recent years, in part due to the popularity of Netflix’s Drive To Survive. That’s drawn new sponsors to F1, but it’s also given marques such as Aston Martin an opportunity to engage with a broader crowd than their traditional target audience.

“From the road car business point of view of Aston Martin, [there is a] very niche target audience. The opportunity of Aston Martin Formula 1 is to really use that amazing brand equity to grow the fan base globally,” Rob Bloom, chief marketing officer of Aston Martin Aramco told Digiday.

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