Drivers Start Your Engines...
Timeless--Brand association with a specific event or athlete is often very telling of a company's overall marketing message.
This weekend, January 28-29, motor sport enthusiasts once again flock to the Florida coast to watch (no pun intended) the Rolex 24 at Daytona. Rolex has served as the title sponsor of this endurance race since 1991.
Serving as the first "major" auto race every year, the 24-hour race pits strategy with stamina, utilizing multiple drivers and countless pit stops in the process. Winners (with multiple racing classes) of this endurance race aptly receive a steel Rolex watch as a partying gift.
The luxurious-eliteness of the Rolex brand continues to be a great partner for this event as the Le Mans race not only attracts many international fans, exotic car-manufactures (Enter Lamborghini, Porsche, BMW, Ferrari, etc.), and a fan base demographic with deeper pockets, financially, but Rolex' quest for excellence is reflectively inherent--present at the most prestigious events in golf, sailing, tennis, motor sport, and equestrian tournaments--in the sponsorships it chooses to associate with and support its timeless image.