Jul 18 2014

Online betting and casino company Interwetten Joins Lotus for German, Hungarian GPs

2014 – Having previously sponsored the team in 2012 from the Spanish GP onwards, Interwetten is sponsoring Lotus F1 Team for this week’s German Grand Prix and next week’s Hungarian Grand Prix, with the betting and casino company on the sidepods.

Matthew Carter, Lotus F1 Team CEO: “Interwetten is a dynamic and exciting company who recognises the value of joining us at this point in the year for two very popular and well supported races. The E22 is the best looking car on the grid and the Interwetten logo is a suitable adornment as we continue our fight on track.”
Werner Becher, Interwetten Speaker of the Board: ”For us, an international player with a long tradition in and passion for motorsports, these two races offer the ideal platform in order to present our brand in the spotlight, both in Europe and internationally. Just as Formula 1, we offer our customers sports and entertainment on the highest possible level.”

Permanent link to this article: http://autoracesponsor.co.uk/2014/07/18/online-betting-casino-company-interwetten-joins-lotus-german-hungarian-gps/

Jul 08 2014

Long-time McLaren Sponsor Hugo Boss To Back Mercedes

McLaren Mercedes F1 Team’s 2014 woes are continuing with the defection at the end of the season of long-time sponsor Hugo Boss to rivals Mercedes AMG Petronas.

The German fashion brand’s logo has had major presence on team apparel and the cars since 1981 and team drivers are often decked out in Hugo Boss suits for promotional events and fashion shoots.

News agency Reuters reports that the move by Hugo Boss is because the brand has been working with Mercedes-Benz on marketing projects unrelated to F1 for while, and as McLaren will no longer partner Mercedes for their engines from 2015 when they switch to Honda: “it would be inappropriate for Hugo Boss to continue in partnership with an F1 competitor to Mercedes-Benz, however successful that partnership has been in the past and remains now.” – according to a McLaren spokesman.

This season McLaren were unable to secure a title sponsorship following the exit of Vodafone at the end of 2013, however racing director Eric Boullier has said: ”We are not in a position where we are struggling to get money, we are perfectly fine, obviously with Honda coming on board even more so. We have actually the biggest budget we have ever had and it is going to increase next year. So this is not a worry.”

McLaren has another retail fashion brand on board as sponsor, ASOS, seen on the rear wing.

Kevin Hugo

Permanent link to this article: http://autoracesponsor.co.uk/2014/07/08/long-time-mclaren-sponsor-hugo-boss-back-mercedes/

Jul 01 2014

Formula E Global Launch Party

Ahead of the first test day at Donington Park this Thursday, Auto Race Sponsor was delighted to attend last night’s all new electric Formula E Championship Global Launch Party at the Roundhouse in Camden, attended by some great VIPS such as Alain Prost, Damon Hill, Sir Frank Williams, and some of the confirmed Formula E drivers such as Sam Bird, Karun Chandhok, Jaime Alguersuari, Lucas di Grassi, Sebastien Buemi and Nick Heidfeld.

CEO Alejandro Agag was quick to herald Formula E’s founding sponsors: Michelin, Tag Heuer, Renault, Qualcomm and DHL, and it was announced that a deal with BMW to become official vehicle supplier was being finalised – whereby BMW will supply a fleet of its highly advanced fully-electric and hybrid vehicles to be used as course, medical and VIP cars at all race events. Two of the manufacturer’s vehicles – the all-electric BMW i3 and the hybrid BMW i8 – which will be used at the events were also unveiled to us.

We also got to see a great little promo video (see below) of the cars being driven over Westminster Bridge, ahead of the announcement that the London race next year on June 27th will be held around Battersea Park.



Permanent link to this article: http://autoracesponsor.co.uk/2014/07/01/formula-e-global-launch-party/

Jun 12 2014

Formula E’s TV ad is here

Formula E has appointed ad agency Dare and is launching a TV ad to promote the new Championship.

1. Leonardo DiCaprio during the launch of the new Venturi Grand Prix Formula E Team in New York

Permanent link to this article: http://autoracesponsor.co.uk/2014/06/12/formula-es-tv-ad/

Jun 11 2014

Brilliant Ad by Volkswagen on Danger of Using Mobile Phones Whilst Driving

Volkswagen has nailed it. This ad is spot on. Don’t use your mobile whilst driving.

Permanent link to this article: http://autoracesponsor.co.uk/2014/06/11/brilliant-ad-volkswagen-danger-using-mobile-phones-whilst-driving/

Jun 05 2014

Mobil 1 Promotes Sponsorship of McLaren with Jenson Button Carwash Promo

McLaren sponsor Mobil 1 has released a great little promo, Carwash, featuring everyday customers getting a parody of a racing pitstop carwash, with Jenson Button turning up with his MP4-29.


Permanent link to this article: http://autoracesponsor.co.uk/2014/06/05/mobil-1-promotes-sponsorship-mclaren-jenson-button-carwash-promo/

May 22 2014

McLaren Highlights Sponsor JOHNNIE WALKER At Monaco GP

Still on the hunt for a title sponsor since Vodafone’s exit at the end of last season, McLaren Mercedes F1 Team is continuing its trait this season for highlighting certain existing sponsors at different races: so far we’ve had Elf, Mobil1, SAP plus a one off from non-existing sponsor Gulf Air.

For the Monaco Grand Prix, McLaren is giving the spotlight to its long-term (since 2005 and 160 Grand Prix races) sponsor JOHNNIE WALKER, the whisky brand.

The JOHNNIE WALKER logo is featuring prominently on the car and  driver overalls and helmets. SAP is still getting the main sponsor slot on the sidepods.

Team and brand are using the Monaco Grand Prix  to push  responsible drinking through the Join the Pact campaign. To date, over one million people have pledged to the cause committing to never drink and drive. Consumers can make their commitment by visiting JoinThePact.com and using the hashtag #ImNOTdriving

JOHNNIE WALKER has placed responsible drinking at the heart of its nine year partnership with the McLaren F1 Team and Formula 1®. Through its pioneering sponsorship, and with Mika Häkkinen as the Global Responsible Drinking Ambassador alongside Kevin Magnussen and Jenson Button, JOHNNIE WALKER tackles these issues directly through the Join the Pact campaign.

Join the Pact asks consumers everywhere to make a commitment to never drink and drive through signing a pact. Since 2006 Mika and the McLaren F1 drivers have led this call-to-action initiative, which have been activated worldwide, collecting a million signatures.

Mika has visited over 30 countries on four continents, spoken to countless media, government officials, stakeholders and consumers delivering important messages through unique JOHNNIE WALKER experiences.

At the 2013 FORMULA 1 SINGTEL SINGAPORE GRAND PRIX, JOHNNIE WALKER revealed the next stage for Join the Pact, an ambition to gather a further one million global commitments to never drink and drive via the unique hashtag #ImNOTdriving. To honour the one million commitments, JOHNNIE WALKER will give away one million kilometers of safe rides home across the globe.

JW3 Kevin Magnussen on track. JW1

Permanent link to this article: http://autoracesponsor.co.uk/2014/05/22/mclaren-highlights-sponsor-johnnie-walker-monaco-gp/

May 21 2014

Toyota Most Valuable Global Car Brand 2014

Research company Millward Brown’s Annual BRANDZ Top 100 Most Valubale Brands survey is always interesting reading. Research of two million consumers and 10,000 plus brands in over 30 countries shows that at number 26 with a brand value of $29.6 billion, Toyota is the most valuable global car brand.

BMW follows in at number 32 with a brand value of $25.7 billion; Mercedes at 42 and $21.5 billion; Honda at 70 and $14 billion; Ford at 84 and $11.8 billion.

The top 100 reads like a Formula 1 sponsorship executives dream check list. Existing F1 sponsors litter the list, but Auto Race Sponsor can only count 16 off the top of its head – leaving a whopping 84 needing to be persuaded to sponsor F1 teams (and any motorsport series, we are just making the point about elite brands being persuaded to support an elite sport).

Microsoft (4), at&t (8), Marlboro (9), GE (12), UPS (16), SAP (19), Nike (34), Exxon Mobil (48), hp (49), Gillette (52), Shell (53), DHL (73), intel (86); Santander (91), Red Bull (92) and UBS (99).

So that leaves sponsorship execs chasing Google, Apple, IBM, McDonalds, Coca Cola (although Lotus F1 Team does have a sub brand Burn), Amazon from the top 10.There are loads of brands on the list that would be fabulous in F1 – Prada, Louis Vuitton, Zara, L’Oreal, Hermes, Gucci, Pepsi. Click here for a bigger version of the table below.


Permanent link to this article: http://autoracesponsor.co.uk/2014/05/21/toyota-valuable-global-car-brand-2014/

May 21 2014

Lotus Sponsor Saxo Bank Highlighted at Monaco Grand Prix

Existing Lotus F1 Team sponsor Saxo Bank is being highlighted at the prestigious Monaco Grand Prix where the online trading and investment specialist will increase its branding onto the sidepods of the E22 cars – where Title Sponsors usually have their logos – in what they call a  highlight of the bank’s activation of the partnership.

The practice of becoming a one-off feature sponsor is becoming common this season, with Title Sponsorless McLaren Mercedes similarly highlighting existing sponsors Elf, Mobil, SAP and a one-off Gulf Air this season so far.

Federico Gastaldi, Lotus F1 Team Deputy Team Principal: ”We are delighted to take our relationship with Saxo Bank to the next level. Both companies share a similar outlook and enjoy taking on the more established and bigger players in their respective domains, with an equal appetite for success. The backdrop of the Monaco Grand Prix is an excellent canvas for an enterprise such as Saxo Bank to be showcased in front of an exceptional worldwide audience. It is no secret that as a team we have had a tough start to our season, but this additional support from Saxo Bank is a strong endorsement of all the strong progress we are making.”

Lars Seier Christensen, co-CEO and co-founder, Saxo Bank A/S: “Sponsoring high performance sports like Formula 1, World Series by Renault and Pro Tour Cycling is the embodiment of Saxo Bank’s general approach on how to excel in our line of business. Our sports sponsorships are always ambitious. We are in it to win and to give our clients and partners great experiences. At Saxo Bank, we are proud to be supporting the whole Lotus F1 Team, and especially Denmark’s very own Marco Sørensen, the official Lotus F1 Team Reserve and Development driver. The Monaco Grand Prix weekend is especially unique since Saxo Bank will be featured on five race cars – the two Lotus F1 Team cars, the Tech 1 Formula Renault 3.5 race car driven by Marco Sørensen and the two Lotus Formula Renault 3.5 team cars.”


Permanent link to this article: http://autoracesponsor.co.uk/2014/05/21/lotus-sponsor-saxo-bank-highlighted-monaco-grand-prix/

May 13 2014

Formula E’s Virgin Team Lures Alguersuari and Bird

Formula E is continuing to show that it means business, attracting major talent to the new all-electric series.

Virgin Racing has signed up former Formula 1 driver Jaime Alguersuari and WEC’s Ferrari team’s Sam Bird.

Spaniard Alguersuari became the youngest-ever driver to make a Formula One race appearance in 2009 when he competed for Toro Rosso. After success at junior level, he moved into British Formula 3, once again making records by becoming the youngest-ever driver to take the title during his debut year (2008), securing five wins along the way and earning him a Formula One test with Red Bull. In 2009 he signed for the Toro Rosso F1 Team producing two top-10 finishes in his first full season (2010) and remaining with the team the following year before switching to become the Pirelli tyre test driver for F1.

Briton Bird is an exciting young driver and proven race winner who narrowly missed out on the GP2 Series title last season after claiming an impressive five victories. Prior to this he has been shortlisted for the McLaren Autosport BRDC Award, enjoyed successful campaigns in Formula Renault 3.5 and sampled Formula One machinery for both the Williams and Mercedes F1 teams. This year he’s racing for Ferrari in the FIA World Endurance Championship.

Sir Richard Branson, founder of Virgin, said: “Jaime and Sam are young yet experienced drivers and fantastic guys off the racetrack to boot.  I’m delighted to welcome them both to the Virgin Racing family. Jaime has demonstrated speed and talent at the very highest level whilst Sam is a proven race winner.  I am sure they will be a formidable force on the circuits, let sparks fly!”

Alex Tai, Team Principal of Virgin Racing Formula E Team, said: “Jaime and Sam are exceptional talents and real fighters on the racetrack, who bring with them experience of Formula One and racing at the highest level. Virgin has always been renowned for its technological innovation and for backing young talent, and we’re looking forward to giving both drivers the equipment they deserve to show just how good they are.”

Jaime Alguersuari said: “I’m thrilled to be driving for an organisation like Virgin. I’m going to be driving for a great team with a wealth of experience and I can’t wait to get out on the streets and put these cars to the test.”

Sam Bird said: “Formula E is going to be a brilliant experience and I can’t wait to get started on what will be an exciting new challenge in my career. I know I’m going to be driving the latest in electric vehicle technology and I’m looking forward to testing myself around the streets of some of the world’s most amazing cities.”

Alejandro Agag, CEO of Formula E, added: “Formula E’s goal is to deliver great racing to fans across the globe and to do that you need high calibre drivers. Jaime Alguersuari and Sam Bird are perfect examples of this and we welcome them both to the FIA Formula E Championship. To date, four of our 20 drivers have been confirmed – with Daniel Abt and Lucas di Grassi signing for Abt earlier this year – with many more talented drivers to be announced soon along with a few surprises.”

The Virgin Racing Formula E Team is headed by Team Principal Alex Tai and has the backing of Virgin founder Sir Richard Branson. Both have been involved in a number of pioneering technology projects in aviation, space and more recently racing.

Formula E is the FIA’s new fully-electric single-seater championship designed to appeal to a new generation of motorsport fans, whilst accelerating the interest in electric vehicles and promoting sustainability. Racing entirely on temporary city-centre race tracks, it uses cars capable of speeds in excess of 150mph (225kph) with ten 10 teams each with two drivers. The first of 10 races takes place on September 13 in Beijing with the season finale taking place in London on June 27 2015.

Photo: Virgin Racing‘s Jaime Alguersuari, Sir Richard Branson and Sam Bird.



Permanent link to this article: http://autoracesponsor.co.uk/2014/05/13/formula-es-virgin-team-lures-alguersuari-bird/

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