Coca-Cola steers into Formula One with McLaren deal – SportsPro Media


Soft drink giant’s branding to appear on a Formula One car for first time.

Coca-Cola steers into Formula One with McLaren deal

McLaren

The McLaren motorsport team has announced a partnership with soft drink giant Coca-Cola for the remainder of the 2018 Formula One season.

The deal will see Coca-Cola’s logo appear on a Formula One car for the first time as part of McLaren’s livery. The brand will also be promoted by the British team’s drivers, Fernando Alonso and Stoffel Vandoorne.

The partnership includes Coca-Cola’s sub-brands, with activations at the USA, Brazilian and Abu Dhabi Grands Prix to be focused on Dasani Sparkling and SmartWater.

“Coca-Cola has a rich history of sponsorship and a record of innovative activations and we are honoured the company has chosen to partner with McLaren to explore opportunities in Formula One,” said McLaren Racing chief executive Zak Brown. “Formula One as a sport is changing, as are we as a team, and we’re looking forward to introducing Coca-Cola to the potential that our team and fantastic, global sport represents.”

Coca-Cola has previously been involved in Formula One through its sub-brand, Burn, which was a sponsor of Lotus from 2012, but this is the first time the parent company’s logo has appeared in the sport.

“We are looking forward to this activation with McLaren, both our companies are innovators, and we are both looking to further connect with youth,” said Ricardo Fort, vice president of sports partnerships at Coca-Cola, which also sponsors the Nascar stock racing series. “This partnership will guide us to what our customers, markets and consumers are craving from this high octane passion.”


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