Practice has just finished at the Formula 1 Malaysian GP at Sepang with the McLaren team putting on a solid performance and grabbed some marketing attention. McLaren have branded the black sidepods of their car with Esso branding, this follows the prominent Mobil 1 branding from the Australian GP and is yet again fantastic exposure for the parent company ExxonMobil.
McLaren released a press release ahead of the Australian GP with Artis Brown, global motorsports manager, Mobil 1, stating ‘to celebrate the 20th anniversary of Mobil 1’s relationship with McLaren, we are looking forward to
showcasing a special branding scheme during the first race of the 2014 season’. It was believed this branding was a special one off for ExxonMobil however today’s Malaysian GP saw McLaren displaying ‘Esso’ on the side of their cars, another of Exxon’s brands.
McLaren are rumoured to have yet signed a sponsorship deal since their split with Vodafone and there has been no news from either camp on the appearance of this branding.
Exxon are certainly reaping the rewards, with exposure for the brand through practice alone being massive. One image posted on Instagram by McLaren has 2,557 ‘likes’ and is expected to continue to rise.
This amount of exposure is invaluable and must feel like it’s Christmas come early with this additional endorsement creating huge exposure for the brand, which could be suggested is a tribute by McLaren to their long standing partnership with ExxonMobil.