Aussie Daniel Ricciardo Seventh Most Marketable F1 Driver

JEREZ DE LA FRONTERA, SPAIN - DECEMBER 02:  Daniel Ricciardo of Australia and team Red Bull poses for portraits at the Circuito De Jerez on December 2, 2009 in Jerez de la Frontera, Spain.  (Photo by Mark Thompson/Getty Images)
SHARE
THIS



As he approaches one of the most anticipated races of his life in Melbourne this weekend, Australian driver Daniel Ricciardo has been named one of the top 10 most marketable F1 drivers in the world by Repucom.

Australian, Daniel Ricciardo who makes his debut in the rankings after a successful season cementing his place as a formidable F1 driver at Red Bull. Ricciardo sits in seventh position, knocking France’s Romain Grosjean into eighth spot.

The results are based on the perceptions of people from the racers’ native countries using Repucom’s Celebrity DBI index, with Alonso once again been crowned as the ‘Most Marketable F1 Driver’, as he was ahead of the 2014 season. In Spain, over 98% of people know of Alonso, 88% of which say they see him as an effective brand endorser and 83% saying they trust the two-time World Champion.

Alonso is followed by ex-team mate and current Williams’ driver, Felipe Massa, Ferrari’s four-time World Champion, Sebastian Vettel and reigning World Champion, Lewis Hamilton.

The biggest climber in the rankings is the UK’s Lewis Hamilton who jumps into 4th place and shows the biggest positive shift in terms of his overall marketability which has grown by two points from 81.69 ahead of the 2014 season, to 83.68 today.

Nigel Geach, senior vice president of Motorsport, Repucom, said: “There have been big changes in terms of team personnel during the F1 season break and whilst there are some shifts in the top 10 most marketable rankings, it is important to see how brands are reacting to 2015’s new grid line up.

“We are seeing a heightened level of consumer brands becoming involved in F1 in 2015, some which are changing allegiances. Ultimately it is them who will benefit most from the marketability of drivers. New consumer focused partnerships include CNN’s sponsorship of McLaren Honda, Hugo Boss’s deal with Mercedes AMG and Williams Martini partnerships with Hackett, Unilever and Rexona.

“Consumer brands will gravitate naturally to where the leading drivers are and with the dominance of Alonso’s profile off the track, a strong first season at McLaren could well see him pull even further from the pack. However, this season, the one to watch is Lewis Hamilton. With a host of personal endorsements to his name already and being a part of a team everyone was chasing last year, Hamilton has an opportunity to grow his reputation internationally as potentially one of F1’s finest. He has a high profile domestically brands will be watching the performance of this driver in 2015 very closely.”

Felipe Massa retains his spot as the second most marketable driver, supported mainly by his high and positive profile in his native Brazil. Some 99% of all Brazilians know of the driver, 89% of which saying they like him.

Another newcomer to the ranking includes 17 year old, Max Verstappen from the Netherlands.

 

 

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]