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Fujitsu: Marketing through sponsorship - Fujitsu and V8

Marketing through sponsorship - Fujitsu and V8

This Case Study examines how sponsorship is used a key marketing activity in Fujitsu's corporate and marketing strategies. As a winner itself in the air conditioning market, and an industry leader in plasma technology, Fujitsu sees good sense in being associated with other winners. Activities such as V8 Supercar racing provide a buzz and sense of adventure while meeting the business objectives of Fujitsu.

As a result of reading this Case Study, students should be able to:

  • Assess the importance of brand image in marketing products and building brand awareness 
  • Understand the connection between corporate strategy and marketing activities 
  • Analyse the importance of sponsorship as a key promotional tool and how sponsorship plays a part in achieving business objectives.


Imagine the noise as a V8 Supercar hurtles along travelling at over 230 kmh!

Brand advertising and marketing

Having a clear corporate strategy is about being different, about differentiating your products and services in the eyes of consumers.

The benefits of sponsorship

Sponsorship is an increasingly popular marketing activity. The main business idea behind using sponsorship as part of the marketing mix is quite simple.

Why V8?

Fujitsu began its initial involvement with V8 Supercar racing through supporting an independent entrant - a privateer - in the Development series.

Gaining a return-on-investment

Marketing activities, like other business activities, must be spent effectively and their effectiveness must be measurable.

A different form of sponsorship

A key sponsorship benefit relates to the positive public relations that can be generated through sponsoring high profile not-for-profit organisations.


Intelligent sponsorship for Fujitsu involves far more than putting its name on V8 Supercars or becoming associated with the Sporting Chance Cancer Foundation.


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