Let us assume for the moment, there is no 1 Malaysia, there is no government involvement in this F1 initiative. Let us look at it as a commercial undertaking. Consider the following facts
No 1 – National oil company Petronas claims its annual cost of sponsoring F1 is less than 5% of what it would cost to gain similar
exposure. Last year, its exposure via F1 was valued at about RM1bil. Star 19 sep
No 2 – Advertising market in Malaysia RM 4 bil . http://www.scribd.com/doc/8651033/20080808-Nielsen-Malaysia-Sees-Bouyant-22pct-Advertising-Growth-for-Fir
No 3 – All advertisement are 90% local. We have not gone to global branding except for petronas
I am an entrepreuner and I understand. Even if you are not Imagine you are one. Why not think of tapping that advertising budget? . Why not?
Instead of billboards and Yasmin Ahmad they develop new cars, new innovations, new composite technology, use of the massive wind tunnel
in UTM, capitalise the LOTUS brand, Can you make money in the process?
If you can, then proceed. There will be a time when it will be in the red then you withdraw as BMW did. What is the big deal. Compare Air
asia/lotus/proton/petronas/SD consortium to BRAWN there are more to gain in Malaysian Branding. They do not even have an anchor brand. If
the ROI is bad do not do it, that is the first thing those entrepreuners think.
OK let us give a simple analogy. The f1 is like the Malay College Union concert. You want to do a Malay College Student Union Concert.
You establish the Concert committee. You get sponsors. You ask permission from the HM. What does the HM do and think? Is it good
branding? is it good for the students presently and the future? you do the arithmetics and profit and loss. You invest in some stage
lighting and prop and musical instrument. In the 70s we had no problem getting supports from the authorities. In the 90’s I hear the Ustazs
were against such ideas. Pity you.
Back to F1, just because we are not entrepreuners, just because it is TF, we are saying it is not good and politicise it.
Once again I say I salute TF and AIRASIA. the branding it does to Malaysia is worth more then the amount owing to MAB. That AIRASIA-x
CEO is another guy to watch. He is refreshing , he is brave and courageous, he is the new breed.
We have LOTUS, it is a national asset. We have an industry, we have Composite manufacturer, we have a reasonable wind tunnel, we have
business leaders that are courageous . Just do it!! Singapore has been lamenting why are they not as brave as Malaysians. In the
meantime, the thing we need to do is to make sure everything is above board and make sure they are accountable but do not kill initiative