Jan 20 2015

McLaren Honda Picks Up CNN Sponsorship

McLaren Honda has picked up defunct F1 team Caterham sponsor, the international news company CNN in a multi-year partnership.

CNN’s branding will appear on the front-wing endplates of the new McLaren-Honda MP4-30 Formula 1 car,  unveiled online on January 29th. It also allows for CNN’s use of McLaren’s soon-to-open thought leadership centre, based within the McLaren Technology Campus in Woking, Surrey, UK, from which CNN International will produce several programmes to be broadcast globally across its network.

McLaren Honda’s other partners for 2015 include: Mobil 1, Johnnie Walker, SAP, Santander, Tag Heuer, Segafredo Zanetti, AkzoNobel, HiltonHHonors and KPMG.

Rani Raad, Chief Commercial Officer, CNN International, said: “This is a groundbreaking partnership between two trusted brands with a passion for high performance and continued innovation. Committed to being first, we share a mutual respect for each other’s operations – whether that’s the tenacity of CNN journalists in going to the heart of a story or McLaren’s forensic focus for every F1 race. With a shared global footprint and highly engaged audience, there’s a lot of expertise and best practice that we can both invest in this partnership. The added exposure CNN International will gain through our association with McLaren is part of an expansive consumer engagement initiative to capitalise on the power of our brand and consolidate our position as the world’s biggest international news brand. The additional business, broadcasting and cross-marketing opportunities made possible by this multi-year deal will forge a close relationship between two companies on the world stage.

Ron Dennis, Chairman and CEO, McLaren Technology Group, said: “There is an inherent symmetry between McLaren and CNN that makes us perfectly attuned for partnership. Like McLaren, CNN is a tremendously powerful and influential global network, one that has spent decades pioneering the latest technologies and techniques in a relentless, unforgiving, fast-paced environment. I think we understand each other on many levels. Equally, we’ve each based a deep-rooted culture of success on our core values – our belief in the strength of teamwork and technology – yet our flexibility and dynamism permit us to move seamlessly and effortlessly in order further to push the boundaries of technology and exploration. The partnership between McLaren and CNN is unique in that it operates on a very broad scope. Our shared love of technology has united us: together we will pursue new opportunities far beyond the conventional scope of a Formula 1 partnership.



Permanent link to this article: http://autoracesponsor.co.uk/2015/01/20/mclaren-honda-picks-cnn-sponsorship/

Dec 02 2014

Ouch #2! Williams Martini Racing Poaches 2nd Lotus Sponsor

Ouch #2! Fresh from raiding Lotus F1 Team for a major team sponsor, Unilever, for its deodorant brand Rexona, Williams Martini Racing has announced it has poached another Lotus sponsor, Avanade, a global business technology, cloud and managed services provider, for a multi-year agreement.

Williams will also be drawing on Avanade’s expertise to make sure that future digital and cloud investments lead to improved business performance both on and off the race track. The partnership agreement and sponsorship will see the Avanade logo appear on the side pod leading edge of the team’s racing cars and team apparel from the 2015 season onwards.
Avanade helps customers realize results in a digital world through business technology solutions, cloud and managed services that combine insight, innovation and expertise focused on Microsoft technologies. The company, founded in 2000 by Microsoft and Accenture, has 22,000 professionals in more than 20 countries.
Speaking about the new partnership Stella Goulet, Avanade chief marketing officer said; “Avanade is excited about becoming a technology partner and sponsor for Williams Martini Racing. Together with the team, we will leverage the Microsoft enterprise platform and focus on digital business priorities to optimize technology both on and off the track. Avanade highly values the development program in place at Williams Martini Racing focused on the next generation of women and engineers. We look forward to realizing results together as we build on our mutual business priorities.”
Claire Williams, Deputy Team Principal and Commercial Director, added; “Williams has undertaken an ambitious project over the past 18 months to invest in new technologies that will help keep us at the cutting edge of motorsport and advanced engineering. With this new partnership we will be working closely with Avanade to make sure that our investments are delivering their full potential. Avanade also understands the strength of the synergies between our two companies in areas such as technology innovation, gender diversity and encouraging the study of STEM subjects in schools and we will be looking to continue to enhance our involvement in those areas.”
Below: Avanade on the Lotus

Permanent link to this article: http://autoracesponsor.co.uk/2014/12/02/ouch-2-williams-martini-racing-poaches-2nd-lotus-sponsor/

Nov 27 2014

Williams Martini Racing Nabs Lotus F1 Team Sponsor

Ouch for the Lotus F1 Team’s sponsorship people.

Williams Martini Racing has nabbed its major sponsor Unilever’s Rexona deodorant brand for a multi-year deal. Rexona is known as Sure in the UK, Degree in the US and Canada, Shield in South Africa and Rexena in Japan.

The Rexona logo will appear on the sidepod, front wing and front wishbones of the Williams Mercedes FW37, as well as the team environment and apparel.

Santiago Iturralde, Rexona Global Brand VP, explains: “As the number one global top performance deodorant brand we are delighted to announce this partnership with Williams Martini Racing. Formula One exudes performance and is a captivating sport for millions of our consumers worldwide. The adrenaline, stress, temperature and movement that the drivers, team and fans experience during a Formula One race undoubtedly make them sweat. This is the ultimate torture test for a deodorant – and Rexona won’t let you down.”
Furthermore Williams Advanced Engineering, the technology and engineering services business of the Williams Group, will be working with Unilever to provide support in the areas of sustainability and efficiency.
Claire Williams, Deputy Team Principal, Williams Martini Racing, says: “We’re delighted to be partnering with a company of Unilever’s global stature in what is a long term collaboration. Williams has a history of partnering with consumer brands to elevate their global reach and we will be using the full range of marketing tools afforded by Formula One and Williams to help Unilever and Rexona achieve their goals. We both have a commitment to sustainability and we will be sharing Williams Advanced Engineering’s growing expertise in energy efficient technologies to jointly tackle this important issue.”
Check out the Rexona branding on the Lotus car below.


Permanent link to this article: http://autoracesponsor.co.uk/2014/11/27/williams-martini-racing-nabs-lotus-f1-team-sponsor/

Nov 08 2014

#RefuelCaterhamF1 – Get Your Name on an F1 Car for £1000!

Beleaguered F1 Team Caterham is trying to avoid the fate of the collapsed Marussia team by asking fans to crowd-fund in an attempt to raise £2,350,00 to get the team racing at the season finale in Abu Dhabi in a couple of weeks time. So far £326,620 has been raised.

All sorts of things are up for grabs: for £1000 you can get your name on the car, a special cap for £40, £5,500 gets you a nose cone from the 2012 car. Check out below.



Permanent link to this article: http://autoracesponsor.co.uk/2014/11/08/refuelcaterhamf1-get-name-f1-car-1000/

Nov 06 2014

Nasr Brings Banco Do Brazil Sponsor to Sauber for 2015

Sauber has secured backing from Banco Do Brazil-backed rookie driver Felipe Nasr for his 2015 drive, announced by the team today.

The move ousts 2014 drivers Adrian Sutil and Esteban Gutierrez, as Caterham refugee Marcus Ericsson was announced last week.

Felipe+Nasr+Williams+F1+Launch+Nn9-yCDN4fwlThe 22-year-old Brazilian was the test and reserve driver for the Williams F1 Team this year. Nasr is also participating in the 2014 GP2 series, in which he is currently lying second with four wins. In 2011 he won the British Formula 3 championship and finished second in the prestigious Formula 3 Macau Grand Prix. In 2009 he became Formula BMW Europe champion in his rookie year.

Banco do Brasil has been a partner of Felipe Nasr and has supported him for several years. Its logos will be visible on the side pods and at the back of the rear wing of the C34.

Permanent link to this article: http://autoracesponsor.co.uk/2014/11/06/nasr-brings-banco-brazil-sponsor-sauber-2015/

Oct 31 2014

McLaren Sponsor SAP Blazes Yellow for USA GP

McLaren Mercedes F1 Team sponsor SAP, whose branding has been seen most often on the side pods this season (alongside Gulf Air, Mobil 1 and Esso for example) is upping its game for the USA Grand Prix this weekend, blazing yellow branding on the side pods and nose of the MP-29′s.

The move is to promote SAP Sports, the sponsorship division of SAP, the software company that has sponsored McLaren for 20 years or so.


Permanent link to this article: http://autoracesponsor.co.uk/2014/10/31/mclaren-sponsor-sap-blazes-yellow-usa-gp/

Oct 30 2014

Mercedes Extends Sponsor Contracts

Ahead of the United States of America Grand Prix in Austin, Texas, this weekend, Mercedes AMG Petronas F1 Team has announced the extension of two of its sponsor contracts: Puma and Starwood.

Starwood Preferred Guest, the award-winning loyalty programme from Starwood Hotels & Resorts Worldwide, Inc., has been in partnership with the team since 2012. The new deal offers Starwood Preferred Guest (SPG) members unique access to Formula One experiences with the Mercedes team in destinations around the world. The brand is also the preferred hotel partner for the team, who stay at its resorts in locations such as Barcelona, Monaco, Singapore, Brazil and Abu Dhabi.

The free-to-join SPG programme allows members to register for their chance to redeem their Starpoints for ‘Access Like No Other’ Experiences which offer unparalleled access to the Mercedes AMG PETRONAS team such as exclusive events with Lewis Hamilton and Nico Rosberg at Starwood Hotels over the race weekends, to simulator and behind-the-scenes experiences at the team’s Operations Centre in Brackley, UK. Such experiences have proved highly popular, with a 250 percent growth in SPG members redeeming their points to participate since the launch of the partnership in 2012.

Head of Mercedes-Benz Motorsport, Toto Wolff, commented: “We are delighted to have extended our partnership with Starwood Preferred Guest for a further two years. Not only have our team enjoyed the benefits of staying in some wonderful Starwood properties as we follow the Formula One calendar around the globe but we can see the tangible benefits reflected in the excitement and enthusiasm of the SPG members who join us over the race weekends for their exclusive experiences. Knowing that our association with SPG has helped to drive the success of their membership programme is very satisfying and we look forward to more successful seasons together.”

Mark Vondrasek, Senior Vice President, Distribution, Loyalty and Partnership Marketing for Starwood Hotels & Resorts Worldwide, Inc. said: “From one-of-a kind views of the pit lane to meeting the drivers in incredible destinations, the unique and exclusive experiences we have offered as a result of this partnership have helped drive SPG Members’ excitement for the popular sport of Formula One. Our extended collaboration with the Mercedes AMG PETRONAS Formula One Team enables us to continue creating memorable moments for our SPG guests, feeding their passion for this world-class sport.”
Meanwhile, the new agreement with Puma (on board since 2012) sees the brand become the Official Supplier of Technical Clothing and Footwear and an Official Licensee of Footwear, Apparel and Accessories. The agreement will also extend the licensed rights that Brandon, Puma’s own sports merchandise company, has for team replica and fan products.

Puma will continue to outfit the team drivers Lewis Hamilton and Nico Rosberg with its lightweight race suits and performance footwear. The team’s pit crew will also wear Puma’s latest innovations in performance race wear at the Formula One circuits.

A licensed dam collection will continue to be developed and distributed by Puma and Brandon with footwear, apparel and accessories inspired by the team’s heritage and driver personalities.

Head of Mercedes-Benz Motorsport, Toto Wolff, commented: “Puma has been a key performance partner for the three seasons we have now worked together, ensuring our drivers are outfitted in the lightest and most innovative performance race wear. This is an important component of our racing operation within a continually evolving and challenging industry. As a licensed partner, Puma has excellent capabilities of designing, developing and distributing high quality products that carry our brand identity.”

Bjørn Gulden, Chief Executive Officer for Puma said: “Puma has good heritage in motorsport and we are constantly working with our partner teams to innovate our performance race apparel and footwear, and help them be the fastest and achieve success.”


Permanent link to this article: http://autoracesponsor.co.uk/2014/10/30/mercedes-extends-sponsor-contracts/

Oct 15 2014

Red Bull Lures EXNESS as New Sponsor

Infiniti Red Bull Racing has announced a new partnership agreement with retail Foreign Exchange Brokers EXNESS. The deal will formally begin on 1 January 2015 and their logo will feature prominently on the cockpit surrounds of the RB11.
In September this year, EXNESS’ trading volumes exceeded US$190 billion. Over the past two years, EXNESS has won awards for the best broker in Asia, Russia, the Middle East, and the UK.

Permanent link to this article: http://autoracesponsor.co.uk/2014/10/15/red-bull-lures-exness-new-sponsor/

Oct 02 2014

#GetIn With McLaren

Eagle-eyed McLaren fans will spot a new livery on the McLaren cars at the Japanese GP this weekend.

McLaren is promoting a competition to give two lucky fans (plus guests) the chance to #GetIn the McLaren Technology Centre for an exclusive tour of McLaren’s Formula 1 HQ.

The team has released a video (check it out below) featuring an average day in the life of Jenson Button to promote the competiton too. Head over to McLaren’s official Facebook page or Twitter handle and tell them your ‘greatest ever F1 #GetIn moment’ and you’ll be entered into a draw to win a VIP trip to McLaren HQ.

But it appears that the team is keen to up its following on Facebook, as the social media’s logo appears above the #GetIn.

Here’s one for starters: JB takes the lead on the very last lap in Montreal after an epic comeback to win the 2011 Canadian Grand Prix. #GetIn.


Permanent link to this article: http://autoracesponsor.co.uk/2014/10/02/getin-mclaren/

Oct 01 2014

HUGO BOSS Drops McLaren Sponsorship for Mercedes for 2015

As reported by Auto Race Sponsor back in July, McLaren‘s tough times are continuing on and off the track with the defection, now confirmed, of major sponsor HUGO BOSS to rivals Mercedes, effective from January 1 2015.

HUGO BOSS has been sponsoring McLaren since 2011, becomes Mercedes‘ Official Supplier of Lifestyle and Formal Wear Clothing. The brand will create high-performance teamwear for Mercedes for use at the F1 race tracks and the team’s headquarters, with HUGO BOSS branding to feature on the 2015 Silver Arrows cars and trackside collateral. HUGO BOSS will also develop a ‘BOSS for Mercedes-Benz Collection’, inspired by the Formula One team, which will be available twice a year featuring high-end menswear fashion.

Head of Mercedes-Benz Motorsport, Toto Wolff, commented: “We are delighted to welcome HUGO BOSS to our family of team partners, and to further extend the existing partnership with Mercedes-Benz. The synergies between our two companies are both striking and extensive; we operate to the highest levels of precision and quality in our pursuit of perfection, with both brands targeting the premium and luxury market. As a team, we are very pleased to have attracted another brand of the stature of HUGO BOSS to add to our already extensive and impressive suite of partners. Everyone at the team is excited about the prospect of being ‘kitted out’ by HUGO BOSS at the race tracks next season.”

Gerd von Podewils, Senior Vice President Global Communications, Hugo Boss, said: “Mercedes AMG PETRONAS and HUGO BOSS are a perfect fit in terms of their brand values, and both can look back on long success stories. We are pleased to join forces with such a strong partner and look forward to the synergies our partnership will generate down the road.”

Mercedes drivers Lewis Hamilton and Nico Rosberg have already been busy for HUGO BOSS, filming a behind the scenes photo shoot video. Check it out here.

Permanent link to this article: http://autoracesponsor.co.uk/2014/10/01/hugo-boss-drops-mclaren-sponsorship-mercedes-2015/

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