Aston Martin's speed on track this year has caught F1 rivals by surprise but, in commercial terms, the team was already a consistently strong performer in attracting brand names. Here's a look at how it's doing it:
However, in one area the Silverstone team has already been operating at a high level and attracting envious glances from the competition.
Identity has always been an issue for Team Silverstone. There was a time in the Jordan days when it had an outlaw image that appealed to the likes of Benson and Hedges, and savvy commercial boss Ian Phillips had a Midas touch when it came to bringing in sponsors. Slack has brought know-how gleaned not just in US sports but also in European soccer, having once run one of Italy's top clubs. Along the way, he's worked with global megastars such as Michael Jordan and David Beckham.
"They've had to work harder than other leagues, because it wasn't a big sport. It wasn't baseball, or football, in the United States. So I was learning that model, and how that all worked." Slack ran the Inter Milan operation for four years before joining the Wasserman Media Group in 2005, where he had his first motorsport involvement via MotoGP promoter Dorna.
It wasn't just about the livery but also how much the Austrian water company had been paying to get title sponsorship – it simply wasn't enough for that arrangement to continue into the Aston era."And we spent a lot of time on that. We saw where Vijay's business ended up, and team was often struggling for cash, and clearly BWT played a really important role.
"BWT played a very important role in the team's evolution, and we obviously still had them with us in 2021. But then that was the end of the relationship.""I think the people we were talking to aren't in the bubble," says Slack."Most of them wouldn't have known that there was Jordan, or even Force India.
"In the F1 world, Ferrari is the ultimate pedigree, and the ultimate brand for F1. But the people that we're talking to aren't necessarily F1 aficionados. Sometimes they are, sometimes they like cars, but Aston is just such an aspirational, wonderful, premium luxury brand. "If you're talking about serious money and partnerships, you're talking to serious companies who understand marketing," says Slack.
The big one, agreed late in 2020 and officially announced the following January, was Cognizant. Among those who tried to get the deal was McLaren. "It was almost an ideal marriage because they needed the brand association. Aston Martin Lagonda is a much smaller business by any metric, but with a much bigger and a more premium brand."That was a fundamental game changer for us as a team as we went to the next level getting a company like that."
"Obviously, energy, petrochemical and fuel businesses go very well in F1," says Slack."It wasn't some unique marketing idea that never happened before! "We found a good sweet spot in the tech B2B space," says Slack."I think between the branding, the hospitality, the storytelling, F1 is the best platform upon which to tell a tech story, because we actually use the tech, we use the data, we use the cybersecurity.""I guess I'm most proud of the whole thing," says Slack."We started with Lawrence's vision, and we've successfully executed it and increased our revenues probably eight times in three years.
"We've already done six deals for this year," says Slack."We've constructed it such is that we will continue to grow, and we need to continue to grow, along with the ambitions of the team."So we're definitely not where we want to be. We have an ambitious approach to bringing more partnerships, and more income.
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