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F1's demographics are very strange, both massive and hardcore.
Several advertisers are luxury consumer products (Martini, Rolex). Others are car products (Shell, Pirelli, manufacturers of course). Others are business services (NEC, SAP, Randstad).
In any case, putting a logo on an F1 car or a billboard isn't the same as putting a logo on a random website. Being in F1 is a brand message.
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