Coca-Cola has announced that it will sponsor the Lotus F1 Team in 2013 through its ‘Burn’ energy drink brand.
The world’s largest drinks giant confirmed it had struck a multi-year deal which will see them “break the conventions of traditional Formula 1 sponsorship marketing.”
Emmanuel Seuge, group director of Coca-Cola’s worldwide sports and entertainment marketing said of the deal: “The creativity of teams and the passion for speed and energy that fuel the sport of Formula 1, make a partnership with this iconic sporting property a compelling proposition for the burn brand.
“Lotus F1 Team, as the number one emerging challenger in the sport, has demonstrated exceptional creativity in their approach to Formula 1 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 Formula 1 sponsorship marketing.”
The company is going up against its biggest competitior, Red Bull, which has used F1 as a sponsorship platform for its energy drink for many years, including the ownership of two teams including the Red Bull Racing team which secured its third constructors’ title just last week.
Eric Boullier, team principal of the Lotus F1 Team added: “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 Formula 1 for the past 18 months, recording the highest growth rate amongst fans this year.”