Coca-Cola vows to break conventions of traditional F1 sponsorship
23 November, 2012
Nov.23 (Sport Business) Coca-Cola will “break the conventions of traditional Formula One sponsorship” after unveiling a new partnership with the Lotus team that will provide exposure for the Burn energy drink brand, according to the beverage company’s marketing chief Emmanuel Seuge.
The world’s largest drinks company has been linked with an F1 sponsorship over recent weeks and confirmed the deal on Thursday ahead of the 2012 season-ending Brazilian Grand Prix in Sao Paulo. Further details will be revealed in 2013 when the partnership officially launches, but Coca-Cola is promising to offer an alternative approach to F1 sponsorship. The deal will position Burn against rival energy drinks brand Red Bull, which has been the owner and title sponsor of F1’s leading team since 2010.
Seuge, group director of worldwide sports and entertainment marketing for the Coca-Cola Company, said: “The creativity of teams and the passion for speed and energy that fuel the sport of Formula One, make a partnership with this iconic sporting property a compelling proposition for the Burn brand. Lotus F1 Team, as the No.1 emerging challenger in the sport, has demonstrated exceptional creativity in their approach to F1 racing and their collaborations with partners – an approach that mirrors the philosophy of Burn. We will bring that same creativity through Burn, incorporating art and music in a way that will break the conventions of traditional F1 sponsorship marketing.”
Burn is available in more than 80 countries throughout Europe, Asia, Africa and Latin America, while Lotus has enjoyed a successful first season under its new name and currently sits fourth in the constructors’ championship behind Red Bull Racing, Ferrari and McLaren. The team claimed its first race win of the season earlier this month as 2007 world champion Kimi Raikkonen triumphed in the Abu Dhabi Grand Prix.
Eric Boullier, team principal of Lotus F1, said: “We are proud that the Coca-Cola Company has chosen Lotus F1 Team as the best vehicle to represent the Burn brand in its most high profile partnership. We are excited to partner with Burn to build a new and innovative model for sponsorships that will combine experiences, content creation and social media; an area in which our team has been at the cutting edge in F1for the past 18 months, recording the highest growth rate amongst fans this year.”
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