Coca-Cola logo to be carried on a Formula 1 car for the first time history
McLaren Racing and Coca-Cola have formalised a new partnership that will see the two companies collaborate for the remainder of the 2018 Formula 1 season.
The new sponsorship agreement will see the iconic Coca-Cola brand carried on a Formula 1 car for the first time in history as part of the McLaren Racing livery.
The brand will also be promoted by the British team’s drivers, Fernando Alonso and Stoffel Vandoorne.
“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,” McLaren Racing chief executive, Zak Brown said.
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.
“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.”
Burn, a sub-brand of Coca-Cola was previously 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,” vice president of sports partnerships at Coca-Cola, Ricardo Fort said.
“This partnership will guide us to what our customers, markets and consumers are craving from this high octane passion.”