Coca-Cola burns into F1 with Lotus

By Ubaid Parkar, 22 November 2012
© Lotus

Coca-Cola announced its return to Formula 1 after a multi-year sponsorship deal with Lotus was revealed on Thursday.

Set to officially launch in January 2013, the world’s largest beverage company will market its most popular energy-drink brand, Burn, according to the partnership declared with the F1 team.

“We are proud that The Coca-Cola Company has chosen Lotus as the best vehicle to represent the Burn brand in its most high profile partnership,” said Lotus team principal Eric Boullier, ending speculation that the global brand was to return to F1 with McLaren.

“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," added the Frenchman.

Burn is available in more than 80 countries throughout Europe, Asia, Africa and Latin America and after Red Bull, Monster, TNT and Lucozade, it is the latest energy-drink to be associated with F1.

“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,” said Emmanuel Seuge, group director, Worldwide Sports & Entertainment Marketing for the Coca-Cola Company.

“Lotus, 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,” Seuge pointed out.


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