Steering through complexity: a global sponsorship strategy for Formula One

When Kaspersky launched its partnership with Scuderia Ferrari in 2010, it wasn’t simply about brand exposure on some of the world’s fastest cars. Their global sponsorship strategy was at once adaptive and dependable, with an eye towards internally measurable impact, co-creating value, and mutual preparations for uncertainty. 

As Sandro Cisco, former Global Head of Sponsorship at Kaspersky, explains, “Managing a global sponsorship portfolio is all about striking the right balance between strategic consistency and local flexibility.”