the issue for me here is that sponsorship takes time to make a...

the issue for me here is that sponsorship takes time to make a difference. you build your brand over time and F1 is one of the most expensive places to do this. there is a concept in marketing called the just noticeable difference - it essentially says that your money is wasted up to a certain level of advertising to be noticed and thereafter it has an effect. that said this concept also assumes you have chosen the right channel/media to reach your target market. we dont have the sort of pockets needed here to made a noticeable difference even if there were customers or potential customers who love F1.

a famous marketing director once admitted that half of his marketing budget was wasted but he did not know which half. i am not sure this is the right way to promote the company and its technology. if the idea was to create awareness by being in F1 for a year or two, i would be skeptical there will be a return on that investment.