Coca-Cola Company to ‘Burn’ cash in Formula One

When Formula One gains a new sponsor, it’s a very good sign. The global economy has been dire of late and with teams such as HRT, Caterham, Marrusia, Williams, Sauber and Lotus F1 all struggling to find funding to keep them on par with the top teams, it’s great news to hear that global brand giant Coca-Cola will be joining the Formula 1 machine.

The Coca-Cola Company will return to Formula 1 in January 2013 through its global energy brand “burn” in a multi-year sponsorship of Lotus F1 Team with details of the sponsorship to be revealed in 2013 when the partnership officially launches.

Emmanuel Seuge, Group Director, Worldwide Sports & Entertainment Marketing, The Coca-Cola Company :

“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.”

Burn is available in more than 80 countries throughout Europe, Asia, Africa and Latin America.

Eric Boullier, Team Principal, Lotus F1 Team :

“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.”

Coca-Cola’s energy drink, Burn, has been involved in extreme sports and the music industry in the past. The Swiss citrus-flavored high-sugar drink will now challenge Red Bull in not only the extreme sports market but the world’s biggest and most extreme sport, Formula One. Red Bull has made a meal out of brand management and lifestyle marketing on the back of an energy drink and the success of the company has given them an unmatched budget for F1 racing. Should Lotus F1 and Coca-Cola make the most of their investment, the brand could really make large strides with the anti-hero persona of Kimi Raikkonen who appeals to a young demographic.

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