Case Study
1Password Formula 1 Partnership Intelligence Program
XMC partnered with 1Password to maximize the value of its Oracle Red Bull Racing sponsorship through comprehensive broadcast and social media intelligence. By tracking global brand visibility, sponsorship performance and market value across the Formula 1 season, XMC+ delivered actionable insights that informed partnership negotiations, optimized asset performance and protected long-term sponsorship ROI.
MISSION
Provide 1Password with a data-driven sponsorship intelligence platform that measured the true value of its Formula 1 investment.
The program aimed to strengthen negotiation leverage, identify high-performing assets while delivering ongoing recommendations that maximize visibility, commercial value, and long-term partnership performance.
DELIVERY
Leveraging XMC+ AI Broadcast and Social Analytics, XMC monitored every Formula 1 race to quantify global brand exposure and sponsorship value.
The team produced monthly reporting dashboards featuring market value analysis, race-by-race performance, asset visibility tracking, trend reporting and optimization recommendations, enabling informed commercial decisions throughout the racing season.
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XMC+
RESULTS
XMC transformed sponsorship reporting into a strategic decision-making platform, equipping 1Password with the data and insights needed to maximize the return on one of the world's most visible sports partnerships. Rather than simply measuring exposure, the program connected brand visibility to commercial decision-making, providing stakeholders with a clear understanding of where sponsorship investments were delivering the greatest value and where additional opportunities existed.
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Using proprietary AI-powered broadcast and social analytics, XMC tracked 1Password's visibility across every Formula 1 race, delivering comprehensive reporting on global market value, race-by-race performance, asset-level visibility and long-term sponsorship trends. This always-on intelligence enabled the brand to monitor performance in real time while identifying opportunities to optimize activation, strengthen share of voice and increase overall sponsorship effectiveness.
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The reporting became a critical business tool during key commercial negotiations. When major changes to the Formula 1 calendar created uncertainty around contracted assets, XMC's valuation data helped 1Password successfully negotiate replacement value and secure additional commercial benefits that protected the overall value of the partnership. The insights also supported negotiations surrounding on-car branding, providing objective performance data that strengthened the brand's position and helped defend the value of premium visibility assets.
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By combining AI-powered analytics with strategic sponsorship consulting, XMC shifted reporting from a retrospective exercise to a forward-looking optimization platform, enabling 1Password to make faster, more informed investment decisions while continuously improving the performance and long-term value of its Oracle Red Bull Racing partnership.
