Two Polish firms have chosen the most expensive sport in the world as a marketing vehicle for their international expansion plans. Puls Biznesu reports brokerage house X-Trade Brokers has thrown considerable money behind one of the most decorated teams on the circuit; speculators figure it will be either BMW or McLaren. Energy drink maker Tiger, meanwhile, has backed Renault's Polish driver, Robert Kubica.

With this move, the gloves are off, analysts say. Formula 1 sponsorship has been a very exclusive game to date, with spots usually reserved for international giants, next to whom X-Trade Brokers appear relatively modest. And Tiger must compete with powerhouse Red Bull, which owns two racing squads outright, namely Red Bull Racing and Torro Rosso.

Still, analysts say it will be an important test to see how the newcomers fare against established advertising giants.

Source:Puls Biznesu