How the Max Verstappen brand brought its own knowledge in house

Behind a global sports brand sits a web of sponsors, merchandise, fan platforms and content. Knowledge about audience and sales was spread across separate parties, so the brand had to argue its own value using other people's numbers.

Foundation first. We recorded what a fan, an activation, a sales channel and a partner contribution mean, with an owner per definition. Partner and channel sources were then placed under that meaning, with a source and a version behind every figure.

The brand evidences its value instead of arguing it. Negotiations are about substance rather than about whose number is right, activations are planned on the brand's own audience knowledge, and that knowledge stays with the brand when partners change.