[Won]

I'm sure smart marketing people can explain sponsorship to us, including me. Some don't really have consumer/service products to sell. Sofina itself is not a consumer brand, so unless you're in food distribution business, you wouldn't have heard of them, not even in Canada. Do "enterprise" level people actually see a logo on an F1 car and think, oh I'm going to deal with these people now? I know some tech companies actually use F1 as their R&D environment for pre-release products, so marketing exposure might be a secondary benefit. Renault was officially called "Renault DP World F1 Team" last year. Who has heard of DP World before? In this instance, it could be them saying "look at us, we are good enough to play in F1".