Following ESPN’s agreement with Formula 1 (F1) to keep coverage of the races on ESPN and ABC through 2022, Mothers Polish renews its deal with ESPN to be the exclusive telecast presenting sponsor of F1 coverage for the same duration of ESPN’s F1 broadcast rights.
Mothers Polish’s sponsorship of ESPN’s F1 broadcast is an organic way for the brand to reach automotive fans while enabling ESPN to continue providing F1 viewers sponsored content without interruption. F1 lends itself to this format with its fast-paced, action-packed content – ensuring viewers don’t miss any moments on the track.
Mothers Polish continues to deepen its relationship with Formula 1 and ESPN – when ESPN brought F1 back to the network in 2018, Mothers Polish first came on board as the presenting sponsor. Mothers Polish’s new three-year sponsorship adds practice and qualifying telecasts to include exclusive branding across all F1 races throughout the season.
This deal comes on the heels of a record-setting 2019 Formula 1 season.
- 2019 season viewership increased 21% and 25% compared to the 2018 and 2017 seasons respectively.
- 17 of the 21 races during the 2019 season saw year-over-year viewership increases.
- 18-34 age demographic increased 75% from 2018 and 89% from 2017.
“Through this deal with Mothers Polish, we’re able to offer the brand a meaningful sponsorship while providing F1 fans content they’re passionate about in the way they want to consume it,” said Deidra Maddock, Vice President, Sports Brand Solutions, Disney Advertising Sales. “Building on the successes of last year’s program, Mothers Polish is extending its presenting sponsorship to practice and qualifying telecasts for the upcoming season.”
The 2020 Formula 1 season launches on March 12 with the Australian Grand Prix. All races of the 2020 season will air on either ESPN, ESPN2 or ABC.