Brands are pouring millions into sponsorships at major events like Formula 1, but most fail to leave a lasting impression, according to new research from Honeycomb Strategy.
The consultancy’s latest report, Pit Stop to Podium, analysed 19 sponsors from the 2026 Formula 1 Australian Grand Prix, tracking what audiences noticed, remembered and felt not just immediately after the event, but weeks later, once the noise had settled.
Being seen is not enough
The findings point to a clear issue: visibility alone no longer guarantees results.
For decades, sponsorship has been treated as a game of exposure, driven by logos, signage and reach. But the study suggests that approach is increasingly ineffective, with many brands fading quickly from memory.
Instead, attention and recall concentrated around a small group of brands, while the majority struggled to cut through.
The brands that stood out
Qatar Airways emerged as the top performer across all measures, ranking first for unprompted awareness both immediately after the event and two weeks later.
Heineken and American Express rounded out the top three.
According to the research, what set these brands apart was not spend or scale, but the intentional design of their activations.
Kieran Collins
Kieran Collins, strategy director at Honeycomb Strategy, said the difference comes down to how well brands understand audience behaviour.
“The difference between the brands that made the podium and those that faded into the background wasn’t budget, it wasn’t even prominence, it was intentionality,” he said.
“Every decision, from the activation design to the touchpoints they chose, was rooted in a deep understanding of how their audience actually behaves. The brands that win don’t just show up with a budget and a logo.”
Behavioural science drives recall
The study applies a behavioural science lens, highlighting principles that drive stronger engagement and memory.
One key factor is “identity congruence”, where audiences connect more deeply with brands that align with how they see themselves.
MECCA MAX is cited as a standout example, tailoring its activation to Melbourne’s evolving F1 audience, which includes a higher proportion of female attendees and a growing cultural focus beyond sport.
The result was one of the greatest improvements in attendee experience and positive sentiment, achieved through relevance rather than scale.
From exposure to experience
American Express also demonstrated how visibility can lead to deeper engagement.
While the brand was more likely to be noticed than the average sponsor, its impact came from creating a sense of belonging through a membership ecosystem at the event.
The report also highlights mid-tier and newer sponsors, such as MECCA MAX, Nestlé KitKat and TAG Heuer, which competed with larger legacy brands by focusing on execution and audience relevance.
A shift in how sponsorship works
The research suggests that the industry needs to rethink how sponsorship is approached, moving away from exposure-led models toward behaviour-led strategy.
It introduces a diagnostic framework, starting with two key questions:
Does your brand belong here, or is it just paying to be here? Would this sponsorship make intuitive sense to your customer without explanation?
If the answer requires justification, the report argues the issue is structural, not creative.
Top Image: Honeycomb Strategy