PRWeek: Why Smartsheet Gave its F1 Advertising Space to Nonprofits

January 26, 2023


The Sponsor X Campaign Helped SMARTSHEET Raise Awareness for Causes it Cares About

PRWeek, Eric Berger, 26 January 2023

Formula One racing has long been big in Europe and Asia, but recently, thanks to the Netflix series "Formula 1: Drive to Survive," the sport's popularity in the United States has accelerated. As such, work management platform Smartsheet saw a good opportunity to promote the brand across continents by sponsoring McLaren Racing, an iconic British racing team. 

As an official sponsor of the iconic McLaren Racing Formula One team, WE client Smartsheet could have splashed their logo across cars, team uniforms and more. Instead, Smartsheet put purpose at the center and gave all media and marketing support—including logo placement—to nonprofits like Deadly Science and The Hidden Genius Project through its Sponsor X initiative.



(Photo Courtesy of PRWeek)