One of the most famous brands in the world is set to join the illustrious world of Formula One next year when their energy drink ‘Burn’ will be advertised on the Lotus F1 Team car in 2013.
The team today announced that Coca-Cola had signed a multi-year contract with the Enstone based team which currently employs Romain Grosjean and 2007 World Champion Kimi Raikkonen.
Eric Boullier, the Lotus team principal 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 Formula One for the past 18 months, recording the highest growth rate among fans this year.”
Emmanuel Seuge, A spokesman for Coca-Cola 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 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.”
The team recently won the Abu Dhabi Grand Prix, giving Raikkonen his first win in his comeback following a two-year sabbatical. On the other hand, their other driver Romain Grosjean became the first driver to be given a race driver since 1994 following his monumental crash at the Belgium Grand Prix.