The Model Partnership of the 12 months is an award that acknowledges a model that has made extremely efficient use of a motorsport platform to convey its model message and so as to add worth to the staff, driver, or collection it has partnered with.

The profitable sponsor’s activation may have proven excessive ranges of creativity, scope and execution and might be introduced on the Autosport Awards in London on January 29.

The next manufacturers have been shortlisted for the award.

Michelob Extremely x Williams Racing

Within the present world of multimedia and social platforms, most partnerships will embrace video content material as a part of their activations.

Nevertheless, Michelob and Williams crafted a near-one-hour particular as ‘Lap of Legends’ utilised cutting-edge AI and machine studying to think about what it might be wish to pit F1 world champions who beforehand drove for Williams in opposition to each other.

Then-Williams driver Logan Sargeant raced 12 laps of Silverstone in opposition to Alain Prost, Jenson Button, Nigel Mansell, Jaques Villeneuve, Damon Hill and Mario Andretti and the occasion gained 4.5billion impressions as 19million viewers turned in when the video ran dwell.
Praised by the judging panel for “nice use of AI” and a “robust hyperlink” to the product, the trouble and dedication to the challenge was additionally appreciated.

Peroni Nastro Azzurro 0.0% x Scuderia Ferrari

In January, Peroni Nastro Azzurro 0.0% grew to become a staff accomplice of Ferrari and set about making their new deal stand out from the group.

The activation was designed as a ‘Tremendous Bowl-esque’ second scheduled earlier than the beginning of the 2024 Formulation 1 season to fill the void of an absence of racing for followers of Ferrari – the Tifosi.

Photograph by: Peroni x Scuderia Ferrari

Identified for his or her passionate help and so Peroni took the unprecedented step to rebrand, with 2024 bottles of ‘Tifosi Nastro Azzurro 0.0%’ produced and launched through a heist-style movie, starring each Charles Leclerc and Carlos Sainz in addition to staff principal Fred Vasseur.

The outcome was an viewers attain of two.1 billion and document business outcomes for Peroni Nastro Azzurro 0.0%, with the cinematic movie incomes over 20 million views.

The partnership made the shortlist after impressing the judges by “leveraging Ferrari expertise” in addition to being “inventive, formidable and efficient in gross sales.”

Saudia x Newcastle United

Saudia utilised two of their most recognisable partnerships in a cross-sport promotion – ‘The Secret Driver’.

The journey featured the GEN3 Formulation E automotive in addition to three Premier League footballers from Newcastle United, cheered on by 100 of their loyal supporters with the automotive pushed by means of iconic areas throughout the town.

Photograph by: Saudia x Newcastle United

The content material was dwell throughout 18 nations and ran in each English and Arabic and social media content material was posted throughout the accounts of Saudia, Formulation E and Newcastle United.

‘The Secret Driver’ achieved 24 million impressions and 15 million video views, reaching the purpose of considerably amplifying Saudi’s visibility on the worldwide stage.

The panel highlighted the “extremely inventive model movie” and the “efficient” supply of a fancy narrative.

Visa Money App x VCARB

Operating throughout the Miami Grand Prix, Visa Money App RB Formulation One Group ran a particular livery primarily based on the Money App Visa Chameleon Card.

The Chameleon automotive was revealed in real-time utilizing the VCARB Wash activation, a twist on the traditional American automotive wash. The activation was open throughout the race weekend, providing unique perks for Money App Visa cardholders, together with bespoke t-shirts, automotive wash reward units, jewelry, and a cocktail bar.

Photograph by: Visa Money App x VCARB

Off-track accomplice activations had been additionally used throughout the weekend with Hugo, Tudor and Piquadro providing particular version merchandise to followers.

Following the activation, Visa Money App earned 43,000 new social media followers and made 1.3 billion impressions.

In judging Visa Money App, the judges famous that the activation was “fantastically executed” and made nice use of activations in such a preferred market.