They can use their points to bid for items like race suits, behind the scenes tours of McLaren’s F1 garage and even the chance to work for the team at a Grand Prix. This is complemented with member-only competitions offering prizes such as VIP trips to races where the winners eat at the same restaurants as the drivers and stay in the same hotels as them. Hilton has this kind of access as McLaren prioritizes its hotels when the team is traveling. That is just the start. It has carefully integrated its F1 sponsorship into its business divisions to drive revenue rather than just exposure as is usually the case. This insulates it from the unpredictability of race results and makes it easy to track the return on investment and thereby justify the deal. Get the full story at Forbes