According to figures published in this year's Formula One Black Book, Williams receive $15m per year for the Martini deal, which has seen their cars completely rebranded in the drinks company's colours. The team have also altered their name to reflect the Martini association.
But McLaren receive $20m per year for the Johnnie Walker deal. This sees the Woking-based squad commit a comparatively minor amount of space on their cars and race clothing to the firm's logos.
Meanwhile Williams' agreement with Banco do Brasil is worth an estimated $13m, despite its logos being near-invisible on the FW36. However the Brazilian company have strong ties to the team's reserve driver, Felipe Nasr, and also gain exposure from Williams' new recruit, 11-time grand prix-winner Felipe Massa.
Martini have strong historic links to motor racing and their return with Williams this year generated significant press attention. This could go some way to explaining why the Grove-based outfit was willing to strike a cut-price deal.