Bell x Formula 1 Canadian Grand Prix – A winning formula: How F1 sponsorship drove brand impact

Breaking through with Canada’s top-tier motorsport property

To build stronger connections with high-value, tech-savvy consumers, a leading telecommunications brand activated a nationwide campaign around the Formula 1 Canadian Grand Prix 2025. The event reached 7.8 million Canadians, with particularly strong engagement among men, Millennials, families, and newcomers, key growth segments for telecom brands.

The activation strategy combined national media, on-site experiences, and post-campaign measurement to validate results. The brand ranked as the most recognized non-automotive sponsor of the event.

Strong resonance with engaged and diverse audiences

The sponsorship drove visibility and impact well above industry benchmarks. With 61% aided awareness, the brand ranked among the top performing Canadian sponsorships. Unaided recall among Formula 1 fans increased to 5%, making it the most recognized non-racing sponsor.

Strong sponsorship recall among high-value segments

The campaign delivered standout awareness among several high-potential audience groups, reinforcing the effectiveness of its targeting strategy.

Peak sponsorship awareness among:

• Parents with kids under 18: 67%
• Foreign-born Canadians: 66%
• Millennials: 63%
• Men: 63%

These above-benchmark results reflect a well-executed brand presence that resonated with key segments and drove meaningful upper- funnel impact.

Media channels that drive awareness and action. Different channels, different strengths : TV builds awareness, OOH drives intent.

Among all touchpoints, TV advertising emerged as the top driver of sponsorship awareness, generating broad exposure and reinforcing the brand’s presence in premium live sports. Its wide reach made it especially effective at anchoring the campaign’s visibility at scale.

In contrast, subway station placements delivered the strongest lift in purchase consideration, proving particularly effective at influencing intent closer to the point of action. This demonstrates how high-frequency, well-placed creative in busy urban environments can help move consumers further down the funnel.

Together, these results demonstrate the value of a multi-platform strategy that combines broad awareness with precision activation to drive full-funnel brand impact.

Strong Telecommunications Sponsorship Performance Among Key Segments

The telecommunications sponsorship tied to the Formula 1 Canadian Grand Prix delivered strong results across engaged audiences, especially among category intenders and current customers. 

• Aided awareness reached 70% among customers, with 55% reporting stronger brand favourability and 48% showing increased purchase consideration. 

These results highlight the sponsorship’s effectiveness in reinforcing loyalty and driving conversion within high-value segments.

Long-Term Sponsorship Impact

Building meaningful brand impact through sponsorship takes time. 

• This case study shows that while Year 1 delivers initial gains in awareness and consideration, the most significant lifts come from long-term investment and consistent activation. 
• By Year 3, brand favourability nearly triples and consideration increases by 13 points, highlighting the value of long-term commitment and consistent activation.

Conclusion

Strategic sponsorships have the power to deliver results when supported by a relevant platform, a clearly defined audience and an integrated activation strategy. By partnering with the Formula 1 Canadian Grand Prix, this telecommunication brand successfully increased its visibility, improved brand favourability and boosted consideration among high-value consumer segments.

The campaign demonstrated how a multi-platform approach rooted in cultural relevance and audience alignment can translate awareness into full-funnel brand performance, reinforcing long-term equity and commercial impact.

Source: SponsorPulse Impact Study conducted in partnership with Bell Media. Results based on exposed vs. control group methodology.