Source: REUTERS/Jaimi Joy
[Saba Sports News] Ralph Lauren CEO Patrice Louvet recently spoke about the group’s strategies to deal with the current environment and future opportunities, stating that he sees cricket and Formula 1 as potential opportunities and may invest further in the future. In fact, Ralph Lauren had previously sponsored an F1 driver — the POLO RED fragrance line sponsored Lando Norris of McLaren last year, showing how the brand used F1 drivers’ influence to promote its fragrance products and establish a connection with F1. The editor believes that F1, as a top global racing event, offers a huge audience and international influence, providing sponsors with wide exposure. If Ralph Lauren sponsors F1, it can leverage the global broadcast of the races to display its brand to audiences worldwide, effectively increasing brand awareness. Moreover, F1 is popular among the younger generation, aligning with Ralph Lauren’s efforts to attract younger consumers, helping the brand rejuvenate and expand into new markets.