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Why Aston Martin is Building Tech Networks While Mercedes Sells Prestige
For decades, companies paid millions just to slap their logos on fast cars and hope for TV coverage. Today, that old sponsorship model is dead. Under the pressure of strict budget caps, elite teams like Aston Martin and Mercedes-AMG are doing something far smarter: they are building high-powered business networks that turn sponsors into collaborative tech partners.
CT
Jul 206 min read
More Than a Logo: Inside McLaren's Shift from Single Sponsor to Integrated Tech Ecosystem
A strategic analysis of how McLaren Racing abandoned a high-risk, single-sponsor model and built a resilient, tech-first "Partner Ecosystem" that is fueling both its commercial and on-track resurgence.
CT
Nov 9, 20257 min read
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