Driver endorsement deals in Formula One are still an underdeveloped currency

Driver endorsement deals in Formula One are still an underdeveloped currency
Driver endorsement deals in Formula One are still an underdeveloped currency, says Sportcal, a GlobalData companyGiven the traditional focus on teams in Formula One, the opportunity presented by drivers in the digital age is one that many brands are yet to take advantage of, according to Sportcal, a GlobalData company.Conrad Wiacek, Head of Sponsorship at Sportcal, comments, “With a new generation of drivers coming through, both they and the sport of Formula One are in pole position to take...

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