The recent¬†Team Lotus podcast on GE’s new partnership with the team highlighted the employee benefits to sponsors. The effect of increased staff morale is often overlooked, but the 4,000 emails GE management have apparently received from employees expressing their excitement and pride that their company has become a Formula 1 sponsor is testament to just how effective it can be. It is important that sponsors give their employees a sense of ownership and clearly communicate the business rationale for involvement to them. Formula 1 sponsors may leverage this to further encourage adoption of key corporate values; to demonstrate and inspire better teamwork and leadership under pressure; and to motivate improved performance and productivity.