Case Study
Oracle Red Bull Racing
Partnership Intelligence Program
1Password partnered with XMC to understand and protect the value of its Oracle Red Bull Racing sponsorship. Across the Formula 1 season, XMC+ combined broadcast and social analytics with sponsorship strategy, turning exposure data into intelligence for partnership decisions.
MISSION
Give 1Password a clear view of asset performance and the evidence to strengthen negotiations and protect sponsorship value.
The measurement approach needed to move beyond exposure reporting, translating season-long broadcast and social data into asset-level intelligence that leadership could use in optimization and commercial discussions.
DELIVERY
XMC+ connected season-long measurement with strategic advice.
-
Tracked brand exposure, market value and asset visibility across every Formula 1 race.
-
Delivered monthly dashboards covering performance trends and asset-level analysis.
-
Translated findings into recommendations for optimization and commercial negotiations.
__________________________________
ADDITIONAL SERVICES DELIVERED
​
XMC+
RESULTS
The intelligence supported decisions during key partnership negotiations. Valuation data helped 1Password negotiate replacement value and additional benefits when calendar changes affected contracted assets, while asset-performance analysis strengthened discussions around premium on-car branding.
​
-
Replacement value — Valuation data supported negotiations on affected assets
-
Additional benefits — Secured during the calendar-change negotiations
-
On-car branding — Performance evidence supported premium asset negotiations
