This report summarises the full-season sponsorship campaign executed by Pressplay Sports Network on behalf of Emirates Automotive Group (EAG) across India's leading live sports streaming platform during the 2025 Formula 1 season. The campaign — PSN's first international brand mandate for this platform — delivered 21.4 million total impressions, exceeded viewability benchmarks by 23%, and generated a measured brand recall uplift of +34% among Indian F1 fans aged 25–44. All primary KPIs were met or exceeded. A renewal at increased investment is recommended for the 2026 season.
| Ad Format | Planned | Delivered | Viewability | Status |
|---|---|---|---|---|
| Pre-roll (30s) Race weekends, all sessions |
8.0 Mn | 8.7 Mn | 82% | Exceeded |
| L-Band (10s overlay) Live race sessions only |
5.0 Mn | 5.4 Mn | 91% | Exceeded |
| Branded VOD Highlights Race summary segments |
3.5 Mn | 3.9 Mn | 74% | Exceeded |
| Squeeze Screen (CTV) Connected TV viewers |
2.5 Mn | 2.4 Mn | 88% | Met |
| Custom Branded Tab In-app navigation |
1.0 Mn | 1.0 Mn | N/A | Met |
Connected TV viewers accounted for 15% of total reach but delivered 2.3x higher brand recall vs mobile viewers — a strong signal to weight CTV inventory more heavily in the 2026 plan. EAG's creative performed significantly better in the full-screen, lean-back environment.
L-band overlays during qualifying sessions and race starts achieved 91% viewability — the strongest of all formats. The 7–10 second window aligned precisely with peak fan attention. Recommend extending L-band presence to sprint race weekends in 2026.
Race highlight VOD segments sponsored by EAG were consumed up to 72 hours post-race. This extended the campaign window beyond live viewing and delivered cumulative impressions that were not originally modelled, contributing to the 7% over-delivery on total impressions.
PSN's analytics partnership identified a meaningful cohort of NRI (Non-Resident Indian) viewers consuming the platform from UAE, Qatar, and Saudi Arabia — approximately 4–6% of total reach. This audience represents a compelling segment for EAG given its primary market footprint and warrants a dedicated targeting strategy in the next cycle.
PSN made this easy. We had no existing pathway into Indian sports streaming inventory — we didn't know who to call, how to structure a buy, or what formats made sense for our category. PSN handled the brief, the platform relationship, and the reporting. The results exceeded what we projected internally. We're doubling our investment for 2026.