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Repsol: Driving Innovation and Brand Power in Motorsport Partnerships

Repsol is the 15th largest petroleum refining company globally, founded in 1986 in Madrid, Spain. With 43,300 employees, its strong presence in motorsport enhances brand visibility. The company invests €15 million annually in partnerships, including the Repsol Honda HRC and sponsorship of events like the Dakar Rally. This strategic marketing plan aims to reinforce the Spanish image of Repsol while raising brand popularity through powerful media impact, merchandising, and fan engagement. The combined efforts position Repsol as a high-tech brand, appealing to diverse consumers.

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Repsol: Driving Innovation and Brand Power in Motorsport Partnerships

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Presentation Transcript

  1. By: Antonio de Benito

  2. About the Company

  3. Target, competitors

  4. About the company • The 15th largest petroleum refining company in the world • 43300 employees • Founded in 1986 in Madrid, Spain • World famous because partnership in motorsport

  5. What do we want to achieve?

  6. How to achieve it • Monster and DC campaign

  7. How to do it • Repsol 2011 campaign • Repsol 2011 motorsport campaign

  8. Risky?

  9. Howto do it • -Themarket of Repsol isbased in Spain in Portugal • -Repsol isspending 15MM€ a year in thepartnership of Repsol Honda HRC • -They are partnershipingthe Dakar Rally ,theSpanishSpeedChampionship, and otherminormotorsports, anacrobaticspanishflyingteam, alsotakingpart in thefinancialaidprogramtoolympics.

  10. Howto do it • -Thewholebudget of HRT is 50MM a year, repsol can even BUY theteam. • -Spanishteam in F1, withspanishpartnership, based in Spain. • -Total righttochoosethe drivers for comercial criteria.

  11. Howto do it

  12. Whyto do it? • -Forgetabouttheproblemswith YPF • -Reinforcethespanishimage of Repsol

  13. Why to do it? • - • Cost • World campaign for a local brand • Possible bad image + Image Merchandising Free minutes in TV Powerful image all over the world Nationalism

  14. What will change? • -Huge impact in the media • -Raise of the popularity of the brand • -Gifts related to the team • -Repsol will be seen as a high-tech brand • -Fans of motorcycling can be dissapointed • -Easy marketing plan

  15. Campaign

  16. Campaign

  17. Thankyouforyourattention!

  18. Bibliography • http://www.repsol.com/es_en/ A lot of corporativeinformation. Useful, and in english • www.cincodias.comEconomicnewspaper, only in spanish, whereiseasytoknowaboutthe real situation of thecompany • www.thef1.com News and infoabout f1, usefultoknowthebudgets of theteams

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