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Alonso still the most marketable driver: Research

MADRID — Two-time Formula One world champion Fernando Alonso remains the most valuable endorser of any Formula One driver for a second straight year, showed research by Repucom.

Fernando Alonso leaving the hospital, where he had been confined since his crash, on Feb 25. Briatore rubbished reports that Alonso had forgotten the past 20 years of his life after the accident. Photo: Reuters

Fernando Alonso leaving the hospital, where he had been confined since his crash, on Feb 25. Briatore rubbished reports that Alonso had forgotten the past 20 years of his life after the accident. Photo: Reuters

MADRID — Two-time Formula One world champion Fernando Alonso remains the most valuable endorser of any Formula One driver for a second straight year, showed research by Repucom.

The 33-year-old Spaniard is out of this Sunday’s Australian Grand Prix in Melbourne — the opening race to the 2015 Formula One World Championship season — after suffering a concussion last month in a test-driving accident in Barcelona.

He leads Brazilian Felipe Massa, Germany’s Sebastian Vettel and Lewis Hamilton of the United Kingdom in the Cologne, Germany-based consultancy’s rankings that measure awareness and perception of celebrities.

“He won’t be at the first race, but people will still be talking about him,” said Nigel Geach, Repucom’s senior vice-president (motor sport).

Alonso is known by 98 per cent of people in Spain and is popular in Latin America, and his use of social media foments his appeal, Geach added.

Alonso’s profile is a marketing boost for McLaren, which he re-joined from Ferrari after last season.

The team’s sponsors include energy giant ExxonMobil and Italian coffee company Massimo Zanetti Beverage Group.

He has personal endorsement deals with Oakley sunglasses and Spanish watch brand Viceroy, his website shows. BLOOMBERG

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