Sponsor Logo Retention on Formula SAE Cars

This project investigates how sponsor logo placement on Formula SAE race cars influences brand recall among casual observers. Gaucho Racing, UC Santa Barbara’s Formula SAE Electric team, depends on sponsor visibility for funding to strengthen sponsor relations and financial stability. However, no empirical research has quantified which logo placements maximize recognition in real-world, in person viewing contexts. Brand recall accuracy will be evaluated across five logo locations by exposing participants to controlled viewing conditions and recording recognition outcomes. Data will determine which positions most effectively capture attention during a brief exposure. This work contributes to behavioral economics and visual perception by connecting spatial placement with memory performance. Findings will provide evidence-based recommendations for future car designs and sponsorship strategies.