After the first lunar landing in July of 1969, public interest in manned space flight has continue to decrease.

In contrast to this phenomenon. other comparable high technology events, such as international automobile racing, are growing in popularity. Formula 1 racing, in particular, has developed into a highly profitable, privately sponsored economic enterprise.

Because of its tremendous financial power, Formula 1 racing is able to recruit top personnel in the fields of technology, sports, marketing and management. As a result, it is possible to achieve challenging project goals very quickly. Project successes lead to an increase in public interest. Thus, additional private sponsors are willing to put their money into formula 1 events.

This paper starts by pointing out the critical success factors of Formula 1 sponsoring. Next, a number of possibilities re discussed on how to increase public interest in manned space flight. On this basis, a sponsoring concept for manned missions to Mars is developed.