Mercedes announce partnership with Starwood Hotels and Resorts
10 May, 2012
May.10 (Mercedes Press Release) The Mercedes AMG Petronas Formula One Team is delighted to confirm a new relationship with Starwood Hotels and Resorts, who become an official Team Partner with effect from the Spanish Grand Prix this weekend.
Announced by Nick Fry and Michael Schumacher at the W Hotel in Barcelona this morning, the new partnership will allow Starwood to build business relationships within the sport and see the Mercedes AMG Petronas team stay in Starwood hotels as they travel to various Grand Prix venues on the Formula One calendar.
Starwood will also use the opportunity presented by the global audience of Formula One to promote their Starwood Preferred Guest (SPG) programme and increase consumer awareness of the benefits available to frequent travellers.
Ross Brawn, Team Principal of Mercedes AMG Petronas commented: “We are very pleased to have agreed a new team partnership with Starwood, and to welcome the brand to Formula One for the first time. As regular travellers will tell you, a good hotel can make a real difference to your trip, and I am delighted that our team will have the opportunity to experience some of the Starwood hotel portfolio as we travel around the world. We are very much looking forward to working with Starwood and helping to promote their Starwood Preferred Guest programme to a new audience.”
Mark Vondrasek, Senior Vice President, Distribution Loyalty & Partnership Marketing for Starwood Hotels & Resorts said: “We are extremely proud to be an official team partner of the Mercedes AMG Petronas Formula One Team. The Starwood Preferred Guest programme goes beyond gaining and redeeming points, it’s about building a deeper relationship with our guests. We want to offer our members exclusive experiences that they are most passionate about – be it sports, music or arts. Through our collaboration with MERCEDES AMG PETRONAS, members can connect with their passion for the entertaining world-class sport.”