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ExxonMobil doesn’t see its Red Bull partnership as sponsorship. It sees it as a development platform inside F1. In a Sector exclusive, Katy Howell explains how the company uses its relationship with Red Bull Racing & Red Bull Technology to connect marketing, B2B relationships, product development and sustainability strategy in one place. 📈 Business development, not hospitality - Grand prix weekends are used to bring partners and customers into the team environment to show how ExxonMobil and Mobil 1 actually works alongside Red Bull. 🎯 Targeting premium audiences, not chasing awareness - For a globally recognised brand, the value of F1 is influencing high-value customers already inside the marketing funnel, not increasing visibility. ⚙️ Technical integration at team level - Embedded labs, travelling technicians and constant iteration with the powertrain group mean ExxonMobil is part of the engineering process, not just the livery. “For us, we really want to share that we're not just a sticker on the car, we're in the car,” said Howell. A good example of how some F1 partnerships now sit at the intersection of marketing, engineering and corporate strategy - not just branding. Read the full interview here: https://lnkd.in/eGJVqhTb