With the 24 Hours of Le Mans, an iconic endurance motorsport event, being postponed and the world’s best professional drivers and teams confirmed for the replacement esports race, SAFEIS jumped at the chance to become the virtual event’s title partner.
The objectives were distinct:
– Build awareness for Saudi Arabia’s investment in motorsport and gaming
– Communicate a sponsorship narrative focused on the wide-reaching mission of SAFEIS
– Capitalize on brand exposure for SAFEIS
– Promote Saudi Arabia and SAFEIS as a force for good in global sport
With sentiment analysis playing a key part in sporting projects in the Kingdom, SAFEIS was overjoyed to see a return of 98% positive sentiment for their sponsorship of the Virtual Le Mans 24h. HRH Prince Abdulaziz bin Turki Al Faisal was also able to continue Saudi Arabia’s support global efforts to combat COVID-19 with a personal donation of $115,000 during his live interview.
Over three-quarters (76%) of net sponsorship value for SAFEIS was generated through digital streaming platforms (€4.0m), 20% of value was delivered through linear TV coverage, with the remaining 4% deriving from online press sources. United States was the top market for SAFEIS, achieving €1.8m in net sponsorship value. This was due to high audiences achieved on digital streaming platform Motortrend.
Broadcast: 15.2M total broadcast reach (9.2M linear TV, 5.9M streaming)
Branding: 310h of SAFEIS brand exposure in-race, with 43mins of SAFEIS exposure on screen per hour
Total Gross Advertising Value: $15million
PR Value: $221million for associated online press
Net Sponsorship Value: €5.2m from 7 branded locations (linear TV + streaming)
