Menu
Download the app

SBJ subscribers – Enhance your experience with the revamped iOS app

Marketing and Sponsorship

Coca-Cola Enters F1 With Its Energy Drink Brand Burn, Partners With Lotus Team

Coca-Cola "will enter F1 with its Burn energy drink brand" after announcing a deal with the Lotus F1 team on Thursday, according to Alan Baldwin of REUTERS. Lotus said in a statement that "the deal was a multi-year agreement with more details to be revealed next year when the partnership begins." Coca-Cola Group Dir of Worldwide Sports & Entertainment Emmanuel Seuge said, "The creativity of teams and the passion for speed and energy that fuel the sport of Formula One make a partnership with this iconic sporting property a compelling proposition for the Burn brand." Coca-Cola has been "linked with various teams in the past, as well as with the sport as a whole." Lotus Team Principal Eric Boullier said, "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." The Frenchman said social media was an area in which the team had been "at the cutting edge in Formula One for the past 18 months, recording the highest growth rate amongst fans this year" (REUTERS, 11/22). AUTO BILD reported the Lotus F1 cars "will not appear in the usual Coca-Cola red," as the company decided to enter F1 with its Burn brand. The logo of the energy drink "will be featured on the Lotus cars next year." It is "fair to assume that black will continue to be the main color of Lotus F1 cars in '13" (AUTO BILD, 11/22).

SBJ Morning Buzzcast: March 25, 2024

NFL meeting preview; MLB's opening week ad effort and remembering Peter Angelos.

Big Get Jay Wright, March Madness is upon us and ESPN locks up CFP

On this week’s pod, our Big Get is CBS Sports college basketball analyst Jay Wright. The NCAA Championship-winning coach shares his insight with SBJ’s Austin Karp on key hoops issues and why being well dressed is an important part of his success. Also on the show, Poynter Institute senior writer Tom Jones shares who he has up and who is down in sports media. Later, SBJ’s Ben Portnoy talks the latest on ESPN’s CFP extension and who CBS, TNT Sports and ESPN need to make deep runs in the men’s and women's NCAA basketball tournaments.

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2012/11/26/Marketing-and-Sponsorship/Coke-F1.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2012/11/26/Marketing-and-Sponsorship/Coke-F1.aspx

CLOSE