Future of Marketing Briefing: SharkNinja’s McLaren deal treats F1 fandom as the asset
Digiday ·
What SharkNinja;s McLaren deal says about the new price of F1 fandom.
SharkNinja got a taste of F1 fandom when its products turned up in Brad Pitt’s racing film last year. Fans warmed to the brand and plenty finally twigged that Shark and Ninja were the same company. Then the buzz faded.
“The movie was great but it spiked and then it left,” said Laura Dyer, svp of global brand and partnerships at SharkNinja. “What’s great about this is it’s going to continue.”
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