There is information floating about that Microsoft is about to become the major sponsor of the Toyota F1 team. All I can say is that it likely a marketing move whose time has come. Sponsoring motorsport is not a new strategy at Microsoft (they have sponsored cars in the North American Atlantic series in the past) but this definitely would be a step up.
Why I think this is a good fit:
- Tobacco sponsors are being forced out of F1 so there is a void and perhaps some bargains to be had in terms of sponsorship
- Microsoft's brand is a world wide brand that needs promotion to a world wide audience - F1 has a very large world wide following(though the fan base in the U.S. is not as robust)
- F1 is the pinnacle of technological achievement in motorsport -- it only seems fitting that Microsoft be associated with it and vice versa
The $40 million dollars I think is peanuts when you consider the brand exposure involved.
