McLaren open to but not "actively pursuing" title sponsorship - Zak Brown

Norris and Perez in Austria — Photo: © LAT Images

McLaren

McLaren open to but not "actively pursuing" title sponsorship - Brown

McLaren has not had a title sponsor since 2013

Sam Hall

Tuesday 10 August 2021 18:00

McLaren Racing CEO Zak Brown has confirmed his interest in securing a first title sponsor for the team since 2013 although this is equally not something he is not actively pursuing.

Since parting ways with Vodafone at the end of 2013, McLaren has been without a title sponsor. When racing with Honda power units, the team was known as McLaren Honda, although this naming was a part of the engine deal and not a specific title deal.

“I think it’s each to their own," said Brown. "Everyone has got their own business models. I like the name of our team as McLaren.

Article continues under video

"Would we do a title deal? We would. Are we actively pursuing it? No. Do I want to sell title level branding? Yes.

“But I want us to be known as McLaren. I like our colour. I think it has really resonated with the fans who are critically important to us and so our business model is built upon doing what we are doing which is bringing on great partners but not needing a title sponsor."

Brown refuses to put all his eggs in one basket

McLaren has welcomed into the fold a number of new partners over the past two years with the team most recently announcing a partnership with DeWalt ahead of the British Grand Prix.

Despite his interest in securing a title sponsor, however, Brown conceded: "I think the days of title sponsors writing the size of cheques that they did historically are gone and also with a title sponsor you tend to get, in my opinion, too many eggs in one basket.

“I would rather spread our sponsorship over a portfolio of partners. The other thing is, and Cisco Webex did a really great job with the global TV campaign, it’s really important our partners activate us.

"So the more awareness Dells, the Ciscos and the DeWalts can bring to the McLaren brand around the world, the better than having all your eggs in one basket.”