Signify partnered with the Mercedes F1 team as they looked to drive B2B sales. As a team sponsor, they provided human-centric lighting innovations to enhance team performance while using the global F1 platform to demonstrate product capability, engage business partners and deepen relationships across key markets.
A data-driven approach delivered a 10% rights uplift and $39M in savings – proving sponsorship can be both strategic and commercial.
The Brief
Signify, the leading Dutch lighting business, became independent from Philips in late 2019. Their objective was to deliver a global partnership that would focus on driving B2B sales. Our role was to prove the role of sponsorship and identify a shortlist of key rights owners and negotiate favourable terms to maximise value for Signify.
The Solution
Extensive audience segmentation and analysis pointed to F1 being the best environment for Signify, given their key markets. We briefed six teams that were identified of being able to deliver on the brief – audience fit, brand objectives and reach.
Results
Secured a 3-year deal as the Official Lighting Partner of Mercedes Formula One team
10% increase in rights value over the original proposal
Saving Signify $39m over a 3-year period
Our Impact
0%
increase in rights value
$0m
saved over three years
Passion Powered Results Driven
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