Advertising giant WPP is more closely associated with Formula One than the vast majority of its competitors. Its chief executive Sir Martin Sorrell is an independent non-executive director of F1's Jersey-based parent company Delta Topco and WPP's largest sponsorship agency Prism was founded by the former commercial director of the Benetton F1 team, Steve Madincea. However, last year it was the World Cup not F1 which gave a bounce to Prism's financial results according to an article in the Daily Telegraph by Christian Sylt.

In the year to 31 December 2013 Prism's revenue increased 15.2% to a record £31.8m. It outstripped a 13.8% increase in costs leading to Prism's pre-tax profits doubling to £866,000.

According to Madincea, Prism's growth last year was driven by football and, in particular, American consumer healthcare company Johnson & Johnson which is a World Cup sponsor through its Listerine and Regaine brands.

"In football we marked our 22nd year working in the UEFA Champions League with Ford and other clients while the build-up for the World Cup meant our Listerine and Regaine work escalated," he says. "For the eighth consecutive year our London operation outpaced industry development as well as growth percentages in other Prism offices. In 2013 the women and men that make up our London based teams did a phenomenal job by increasing work with existing clients across football and motorsport disciplines."

Madincea founded Prism in 1993 and it was bought by WPP in 1999. Although Prism has diversified its portfolio beyond F1 it still has many clients in the sport including luxury car brand Infiniti and watch manufacturer Casio. Both are partners of Red Bull Racing team which won its fourth consecutive championship last year.

The accounts state that "business is picking up since the balance sheet date with new clients gained and higher revenue is expected to be generated in 2014... The company has continued to make a profit in the period between 31 December 2013 and the date of authorisation of these accounts."