Most event sponsorships are forgotten within days. Yet a select few do something different. They cut through the noise, stay in memory, and influence what people do next.
At the 2026 Australian Formula 1 Grand Prix in Melbourne, we set out to understand why. Combining in-field observation with a post-event quantitative study conducted with our panel partner Pureprofile, we measured sponsorship impact across attention, memory, experience, and behaviour.
What we found is simple but often overlooked. The most effective sponsorships do not just show up. They enhance the experience, create emotional engagement, and embed themselves in how people think and feel long after the event ends.
Moving beyond visibility: How to measure sponsorship impact
Traditional sponsorship evaluation often focuses on reach and impressions. While these metrics matter, they do not tell the full story.
Our research assessed sponsorship performance across four key dimensions:
- Attention: Did the brand stand out in a high-noise environment?
- Memory: Was the brand clearly recalled after the event?
- Experience: Did it enhance the overall event experience?
- Behaviour: Did it influence future consideration or intent?
This framework reflects a more complete view of impact. Effective sponsorship is not just about being seen. It is about shaping what people remember, how they feel, and what they do next.
By combining behavioural science with quantitative market research, we can move beyond surface-level metrics and understand what actually drives outcomes.
Third place:
American Express and the power of belonging
What they did
American Express focused on delivering tangible value to its customers:
- Exclusive spaces for cardmembers
- Complimentary race radios
- Premium dining experiences
- Supporting trackside branding
Rather than relying on visibility alone, Amex created experiences that directly improved the event for a defined audience.
Why it worked
This approach draws on well-established behavioural science principles.
Social identity theory explains that people define themselves through the groups they belong to. By creating exclusive experiences, Amex strengthened the sense of belonging among cardholders. Members were not just attending the event. They were part of a distinct, elevated group.
At the same time, non-members observed this exclusivity. The brand signalled status without needing to explicitly communicate it.
The scarcity heuristic also played a role. When access is limited, perceived value increases. Restricted areas and member-only benefits made the experience feel more desirable.
One of the most effective elements was the race radio. In a complex event like Formula 1, spectators often struggle to follow the full narrative from a single vantage point. The radio solved this problem by providing real-time context.
This is a critical insight for brands. The most effective sponsorships do not just add presence. They remove friction and enhance the core experience.
Second place:
Heineken and the role of emotional engagement
What they did
Heineken created highly interactive and social experiences:
- Dedicated activation zones
- Gamified and participatory experiences
- Strong integration across physical and broadcast environments
Their strategy centred on active engagement rather than passive exposure.
Why it worked
Heineken’s success can be explained through emotional memory encoding.
The brain processes emotional experiences differently from neutral ones. Moments that involve excitement, participation, or social connection are encoded more deeply and retained for longer.
By encouraging people to actively engage, Heineken ensured the brand became part of memorable experiences. Attendees were not just seeing the brand. They were interacting with it, sharing it, and associating it with enjoyment.
This shift from passive to active engagement is critical. It transforms sponsorship from a background presence into a meaningful part of the event.
first place:
Qatar Airways and building mental availability
What they did
Qatar Airways focused on scale, consistency, and integration:
- Event naming rights
- Extensive trackside branding
- Presence across ticketing, communications, and scheduling
Rather than relying on isolated activations, they embedded the brand across every major touchpoint.
Why it worked
This approach aligns with the concept of mental availability.
People are more likely to choose brands that come to mind easily in decision-making moments. Familiarity builds preference.
By appearing consistently across the entire event ecosystem, Qatar Airways ensured repeated exposure in high-attention contexts. The brand became synonymous with the event itself.
Attendees and viewers did not just notice the brand. They experienced it as part of the overall environment. This level of integration strengthens recall and increases the likelihood of future consideration.
Visibility gets you seen. Behaviour gets you remembered.
As the attention economy gets more crowded and the cost of event sponsorship rises, the brands that will continue to earn return on that investment are the ones treating it as a behaviour change problem, not a visibility problem.
The full Pit Stop to Podium report drops at the end of this month, with complete scoring data, deeper analysis across all major sponsors at the 2026 Australian Grand Prix, and a practical framework for evaluating and designing sponsorships that actually move audiences.
Honeycomb Strategy is a behaviourally-led market research agency that turns human complexity into strategic clarity. We combine validated behavioural science methodologies with traditional research tools and AI-enhanced capability to deliver research that predicts behaviour – not just measures perception.
Renata Freund
Founder & Director