SBD/Issue 16/Sponsorships, Advertising & Marketing

Coca-Cola Planning Entry Into F1, Considering Buying Team

Coca-Cola “is looking at a range of options to break into F1, including buying or becoming a sponsor to an existing team,” as well as “examining the feasibility of setting up its own team,” according to Andrew Murray-Watson of the London TELEGRAPH. It is believed that Coca-Cola “has not yet held talks with any team bosses.” A Coca-Cola exec said, “It is very early days yet. But the growing popularity of F1 in several key Asian markets is something that is of interest to Coca-Cola.” F1 Management Chair Bernie Ecclestone confirmed that he was aware of Coca-Cola’s interest. Murray-Watson notes that title sponsorship of an existing team “could start at around” US$50M, while buying a team would cost at least $200M (London TELEGRAPH, 10/2).

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Coca-Cola, Formula One

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