Ketchup

Now this isn’t really Ketchup-material in the strictest sense, but I want to include it anyway as an example of an odd sponsorship.

All Saints, the ‘underground rock ‘n’ roll’ fashion brand is to sponsor the AT&T Williams Formula 1 team, and will have its logo on the cars and in the team environment.

I’m a bit confused.  I thought All Saints was supposed to be a really cool fashion brand, slightly exclusive and for those in the know.  Okay, okay, it has kind of lost that edge (I decided to sell loads of the bits I had from them when I saw the rat-like boy on Big Brother wearing the same jacket as me), but it certainly isn’t a Hugo Boss kind of brand with multiple levels of luxury and exclusivity.  That would maybe make it a bit better - allowing for some massclusivity for the TV watching bods whilst retaining an element of true luxury that would appeal to those that travel to each circuit.

But whilst putting it in an F1 environment will certainly increase brand awareness, I think it might also damage credibility with the core audience and therefore erode the brand heritage built up, which I thought was the whole point and essence of the brand.