Breaking news
Formula 1
Alonso named "most marketable F1 driver"
Fernando Alonso has been named the "most marketable driver" in Formula One by a poll carried out by German sports marketing company Repucom.
Pablo Elizalde
Edited: Jun 11, 2015, 8:17 AM
Copy link
Share on Viber
The McLaren driver was on top of the charts in 2014 and has finished first again ahead of the start of the 2015 season, from which he will be absent.
According to the poll, Alonso's marketability has increased, with a DBI index of 89.66.
The Celebrity DBI is an independent index that quantifies and qualifies consumer perceptions of celebrities.
The study says 98% of the people in Spain know Alonso.
Alonso is followed in the ranking by his former Ferrari teammate Felipe Massa (88.84) and four-time world champion Sebastian Vettel (85.49).
Reigning world champion Lewis Hamilton is fourth with a DBI index of 83.68. McLaren driver Jenson Button completes the top five.
"There have been big changes in terms of team personnel during the F1 season break and whilst there are some shifts in the top 10 most marketable rankings, it is important to see how brands are reacting to 2015's new grid line-up," said Repucom's Nigel Geach.
"We are seeing a heightened level of consumer brands becoming involved in F1 in 2015, some which are changing allegiances. Ultimately it is them who will benefit most from the marketability of drivers.
"New consumer focussed partnerships include CNN's sponsorship of McLaren Honda, Hugo Boss's deal with Mercedes AMG and Williams Martini partnerships with Hackett, Unilever and Rexona.
"Consumer brands will gravitate naturally to where the leading drivers are and with the dominance of Alonso's profile off the track, a strong first season at McLaren could well see him pull even further from the pack.
"However, this season, the one to watch is Lewis Hamilton. With a host of personal endorsements to his name already and being a part of a team everyone was chasing last year, Hamilton has an opportunity to grow his reputation internationally as potentially one of F1's finest.
"He has a high profile domestically brands will be watching the performance of this driver in 2015 very closely."
The full report can be found here.
We want your opinion!
What would you like to see on Motorsport.com?
Take our 5 minute survey.
- The Motorsport.com Team
Read and post comments
Read also :
Share Or Save This Story
Copy link
Share on Viber
Previous article Van der Garde vs Sauber case to drag into Thursday
Next article Famous TV program “Inside Grand Prix” now on Motorsport.com
Top Comments
There are no comments at the moment. Would you like to write one?
View More & Comment
More from
Pablo Elizalde
Alpine becomes Pramac's main partner in MotoGP
MotoGP
MotoGP
Alpine becomes Pramac's main partner in MotoGP
Liberty Media's $4bn MotoGP deal facing EU probe
MotoGP
MotoGP
Liberty Media's $4bn MotoGP deal facing EU probe
Ocon wants answers to understand pace slump against Alpine team-mate
Formula 1
Formula 1
Ocon wants answers to understand pace slump against Alpine team-mate
More from
Felipe Massa
On this day: Michael Schumacher wins… and stuns tifosi with F1 retirement
Formula 1
Formula 1
Italian GP
On this day: Michael Schumacher wins… and stuns tifosi with F1 retirement
Defendant ordered to pay £250,000 legal fees in Felipe Massa F1 title case
Formula 1
Formula 1
Defendant ordered to pay £250,000 legal fees in Felipe Massa F1 title case
Felipe Massa’s F1 2008 lawsuit will proceed to trial
Formula 1
Formula 1
Las Vegas GP
Felipe Massa’s F1 2008 lawsuit will proceed to trial
More from
Ferrari
F1 2026 calendar update: Imola GP off the table, no plan B if war escalates
Formula 1
Formula 1
Sao Paulo GP
11 h
F1 2026 calendar update: Imola GP off the table, no plan B if war escalates
FIA reveals latest ADUO results in final review of 2026 F1 season
Formula 1
Formula 1 14 h
FIA reveals latest ADUO results in final review of 2026 F1 season
Latest news
Samantha Busch full speech as she accepts Kyle Busch's Most Popular Driver award
NASCAR Cup
NAS NASCAR Cup 42 min
Samantha Busch full speech as she accepts Kyle Busch's Most Popular Driver award
Kyle Busch posthumously wins NASCAR Cup Most Popular Driver Award
NASCAR Cup
NAS NASCAR Cup
Homestead-Miami
1 h
Kyle Busch posthumously wins NASCAR Cup Most Popular Driver Award
Jamie Little will not return to NASCAR broadcast booth in 2027
NASCAR Cup
NAS NASCAR Cup 4 h
Jamie Little will not return to NASCAR broadcast booth in 2027
Logano, Sargeant, and Muniz among Ford drivers taking part in Daytona exhibition race
General
Misc General 5 h
Logano, Sargeant, and Muniz among Ford drivers taking part in Daytona exhibition race
Feature
Discover prime content
Subscribe and access Motorsport.com with your ad-blocker.
From Formula 1 to MotoGP we report straight from the paddock because we love our sport, just like you. In order to keep delivering our expert journalism, our website uses advertising. Still, we want to give you the opportunity to enjoy an ad-free and tracker-free website and to continue using your adblocker.
You have 2 options:
- Become a subscriber.
- Disable your adblocker.
Subscribe now Already subscribed? Sign in here
Already disabled your adblocker?
Reload page
Manage Alerts
Subscribe