Coca-Cola arrive en Formule 1

La rumeur enflait depuis quelques temps et elle a été confirmée aujourd’hui : Coca-Cola est de retour en Formule 1 en signant un partenariat via sa marque de boisson énergétique, Burn, et l’équipe Lotus.

Ce partenariat entre Lotus et Burn signifie donc l’arrivée d’un concurrent à la marque Red Bull sur les paddocks de Formule 1.

Pour Lotus, dont les finances ne sont pas au plus haut point, il s’agit d’une excellente nouvelle. Avec Unilever et Microsoft Dynamics, l’écurie britannique peut se vanter d’avoir attiré les plus gros sponsors cette année en Formule 1.

Nous sommes fiers que The Coca-Cola Company ait choisi Lotus F1 Team comme meilleur vecteur pour représenter la marque Burn“, a indiqué Eric Boullier, team principal et directeur général du team basé à Enstone. “Nous sommes excités à l’idée de nous associer avec Burn et de construire un nouveau modèle innovant de sponsorship qui combinera expériences, création de contenu et médias sociaux, un domaine dans lequel notre équipe a été à la pointe en Formule 1 ces 18 derniers mois, enregistrant la plus grande croissance parmi les fans cette année.

Lotus a indiqué que les détails de ce partenariat seront dévoilés en 2013.

Une déclaration de Burn a indiqué que la marque était impressionnée de « la créativité dans l’approche de la Formule 1 de la part de l’écurie » et qu’elle espère « encourager cette créativité en y ajoutant de l’art et de la musique et de casser les codes du sponsoring traditionnel de la Formule 1 ».

Pour Red Bull Racing, pas trop d’inquiétude suite à l’annonce de l’arrivée, puisque la marque l’a fait savoir par l’intermédiaire du compte insider de l’écurie


Ca va chauffer dans les paddocks la saison prochaine !

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