SingTel ahead of Singapore Airlines as most closely linked brand with Singapore Grand Prix

Singapore Airlines F1 poster

Singapore Airlines F1 poster

SingTel has emerged as the brand most closely associated with the Formula 1 Singapore Grand Prix – despite Singapore Airlines taking over as the headline sponsor this year, a survey of marketers and agencies has shown.

The study of 100 marketers and agency staff by recruiting firm Font found that SingTel dominated in terms of brand recall (33 per cent). Singapore Airlines was second, with 19 per cent, then Ferrari (12 per cent), Red Bull (6 per cent) trailed, Tiger Beer (two per cent) and Shell (two per cent).

Two thirds of respondents said that sponsoring the event was worthwhile, and just over half said they thought that the Singapore Grand Prix is the most important event for marketers to leverage in Singapore.

Digital marketing is reckoned to be the top marketing channel for the Singapore Grand Prix. More than a third of respondents (38 per cent) said that social media is the most important medium for the event, while 43 per cent said they would download an F1 Grand Prix related mobile app.

The event is expected to prove a drain on productivity among marketers in the citystate. More than half of those attending the race expect to have a late night on Sunday enjoying the race.

Among the top reasons for attending the Singapore F1 was the race itself (40 per cent), followed by networking opportunities (24 per cent) and partying (17 per cent).


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