The firm will also prepare and conduct pre-, mid- and post-season return-on-investment measurements for other sponsors of the series, technical partners, suppliers and manufacturers.

SponsorMap director Nicholas Cameron said: “This should shake up the image of market research being a bit dull. It would be the first time I think a proprietary consumer research tool has sponsored motor racing. It breaks convention as most research industry sponsorships are associated with conferences and industry events, not the sounds of roaring engines and burning rubber.”

Cameron first launched SponsorMap in 2005 when he was managing director of Australian firm Starfish Research & Strategy before deciding to launch it as an independent business. It has since been licensed to TNS in the Asia Pacific region.