The Coca-Cola Company are set to sponsor the Lotus F1 Team for 2013, through its "Burn" brand.
Burn is the brands energy drink, joining other energy drink sponsors Red Bull, TNT and Monster in joining the Formula 1 fraternity.
Reports initially suggested that Coca-Cola would sponsor McLaren, but it has now been revealed that the F1 2012 Race Winning Lotus F1 Team will have the Burn brand on their cars for next year. |
| (c) Octane Photographic |
The brand have not been at the forefront of motor sport sponsorship. They sponsored Tomas Enge's F3000 season over a decade ago, but more recently they sponsor the annual 600 mile NASCAR Sprint Cup race in Charlotte.
The Burn brand means that Coca-Cola's most famous drink will not feature in Formula 1, but it is a big step up and provides welcome competition to Red Bull who have revolutionised promotion and sponsorship in the sport.
"We are proud that The Coca-Cola Company (via Burn) has chosen Lotus F1 Team as the best vehicle to represent the burn brand in its most high profile partnership," said team boss Eric Boullier.
"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."
Burn provided a statement in which they said "art and music in a way that will break the conventions of traditional F1 sponsorship".
No comments:
Post a Comment