As title sponsor of the TOYOTA Racing F1 since the team’s inception, Panasonic was keen to leverage and integrate the sponsorship into appropriate areas of its diverse global business.

As much of an internal communications exercise as an external promotion, the Panasonic European marketing team asked SQN to develop a case study to highlight best practice opportunities within the partnership.

Focussing on examples right across the business, from ruggedised portable computers to cameras and domestic appliances, the case study was used as an internal promotion tool as well as selected for publication in Sponsorship Works: A Brand Marketer’s Casebook.