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SBD Global/November 26, 2012/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).
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