Mercedes Boss Toto Wolff Explains the Importance of F1 to the Car’s Brand

Published 02/08/2021, 8:45 AM EST
MELBOURNE, AUSTRALIA – Lewis Hamilton of Great Britain and Mercedes GP, Valtteri Bottas of Finland and Mercedes GP and Mercedes GP Executive Director Toto Wolff talk on stage at the F1 Live event during previews ahead of the F1 Grand Prix of Australia at Melbourne Grand Prix Circuit in Melbourne, Australia. (Photo by Charles Coates/Getty Images)


Mercedes extended their partnership with Formula 1 last year by signing the Concorde Agreement – a contract between Formula 1, FIA, and the teams that wish to compete in the Formula 1 world championship.

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Toto Wolff, in a recent interview, reiterated the commercial importance of Formula 1 in Mercedes’ brand value. He explained that the racing DNA instilled in the team warrants their presence in Formula 1, the biggest sports platform in the world.

“I think for Mercedes, because it is in our DNA, we build road cars and we build race cars and the first Mercedes was a race car, it is around our core product.

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IMOLA, ITALY – NOVEMBER 01: Valtteri Bottas of Finland driving the (77) Mercedes AMG Petronas F1 Team Mercedes W11 during the F1 Grand Prix of Emilia Romagna at Autodromo Enzo e Dino Ferrari in Imola, Italy. (Photo by Dan Istitene – Formula 1/Formula 1 via Getty Images)

“You can play branding and marketing on various platforms and many of them are successful platforms but motor racing is what we do because it is around the car. Formula 1 is the biggest sports platform, or one of the biggest sports platforms, in the world,said Wolff.

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Wolff explains how F1 gives the Mercedes brand an edge

Formula 1, as a sporting product, generates around a billion viewers each year. According to Wolff, they are generating three and a half billion dollars’ worth of advertising equivalent through Formula 1’s reach across the globe.

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The sport is also known for its innovation, and Wolff believes that gives an edge to the sport’s champions. “For us, there is the technological edge that Formula 1 provides. It is the sporting and team spirit that we add to the brand,” he explained.

FILE PHOTO: Formula One F1 – Turkish Grand Prix – Istanbul Park, Istanbul, Turkey – Mercedes’ Lewis Hamilton celebrates after winning the race and the world championship Pool via REUTERS/Clive Mason/Pool/File Photo

The Silver Arrows claimed their seventh consecutive world title last season and recorded the longest domination in the sport’s history. Along with the car’s performance, the Mercedes brand also benefits from an association with their driver, Lewis Hamilton.

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The pair have announced an extended contract for a year. Do you believe that Mercedes will retain Lewis and continue the domination, or do you feel the team’s time is coming to an end?

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Ayush Manjunath

586 articles

Ayush Manjunath is a Formula 1 author for EssentiallySports with more than 500 articles to his name. A Law graduate and a current Sports Management student, Ayush also has a certificate from UCLA on Sports, Media and Entertainment Management. He has an undying love for motorsports and lives to see Max Verstappen, George Russell, Charles Leclerc, and Lando Norris battle for the championship one day!

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