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4* - 75% (may be 70% tho)
3* - 50%
2* - 25% (or 30%)
1* - 0%
Marketability is a mean average out of your 2 driver stats and team's marketability.
Driver1- 56%, D2- 83%, Team- 100 meaning that overal marketability is (56+83+100)/3= ~79,7%
Teams' marketability increases when you win WDC, races, get some random dillemas (ex. inviting press agency to your HQ) and with race interviews (ex. on the question "Why did you use team orders? you can respond witch "Suck up to that" to gain 5 percent marketability but your driver is going to loose 10 morale)
1 Star - default [first sponsors that drop your costs, but no profit] (0,00 to 30 %)
2 Star - sponsors that are o.k. [dorp your costs much more, but no profit] (30 to 50 %)
3 Star - first good sponsors [best droprate of costs, eventually small profit with the Visitor Center which needs factory / reaserch center level 2] (50 % to 70 %)
4 Star - very good sponsors [normaly good profit with the Visitor Center and 3 more buildungs (Weather Center / Training Center / Scouting or 1 other building] (70 to 90 %)
5 Star - best sponsors you get [profit granted with the Visitor Center and not much buildings; but you need a helicpoter place, which needs a factory and research center Level 2] (90 to 100 %)
The raise / drop of the Sponsoringstars is said correctly by -Synth so I don´t have to mention annymore.