But "with Ferrari, with Formula One, it's always a winning deal," Alexander Moiseev, Kaspersky's head of global partnerships and sponsorships, told iTWire.
People are always interested in Ferrari, he said, and there is "no geography" in Formula One as there is in other sports such as soccer.
Kaspersky uses a service from a German company that analyses Formula One coverage in terms of the appearance of sponsors' logos and estimates the value of that exposure.
While Mr Moiseev wouldn't comment on the amount of money Kaspersky puts into Ferrari, he said the company expects a tenfold return on its investment in terms of media exposure.
The deal with Ferrari guarantees a certain amount of logo exposure in contexts other than competition, but sometimes there are "gifts" when another sponsor runs a big promotion. There is "big respect" between fellow sponsors, he said.
Formula One has visibility and status, and the audience includes software buyers - unlike some of the other motor sports the company has investigated.
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The initial relationship was as a supplier to the team, but Kaspersky subsequently became a sponsor. "We didn't expect to become part of the family," said Mr Moiseev.
The company has benefited from a range of joint activities with Ferrari, including the opportunity to exhibit a Formula One car in Moscow - "a red car in Red Square."
Mr Moiseev manages the global aspects of the relationship, delivering packages that meet the needs of the company's operations in different parts of the world.
