As for the Hive rally car, I wonder if this has brought more to Hive than its cost. Rally races are a bit niche, and I don't know if it is popular enough to get more eyes on Hive.

To joke about it... Having a car in Formula 1 is too expensive.

Seriously, I don't know. Would you say cycling is more popular than rally racing? We sponsor a pro cyclist and a motorcyclist in Venezuela too. Much cheaper too, I imagine. But I don't know if we can compare the exposure. Tour de France, yeah! But to have a cheap team there is much more expensive than the rally car. It's just the matter if we believe this segment of the population looks at sponsors or not, and if yes, to ingrain a message in their heads, create awareness and start a brand.

What would be better would be put a QR code on the car (it might be one), but which doesn't lead to hive.io but to something like hive.io?via=rally.car

This way we can have some KPI of people directly interested in the website to take the picture of the QR code. It's true, that if they see the hive.io link on the car, they can also type it in. Those can be temporarily linked to some extent, during or shortly after the races.