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SBD Global/September 18, 2017/Marketing and Sponsorship

Aston Martin Reportedly Will Take Over As Title Sponsor Of Red Bull F1 In '18

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Aston Martin is reportedly "set to become the title sponsor" of the Red Bull Formula 1 team for the '18 season, according to Adam Cooper of AUTOSPORT. Red Bull's cars have carried Aston branding since the start of '16, and Aston has "co-operated with Red Bull Advanced Technologies on the development of its Valkyrie hypercar." A potential new title sponsorship, "which would be similar to Red Bull's previous Infiniti deal, would further cement the relationship" between the two parties. Although those involved "declined to formally confirm the title sponsor arrangement," sources indicated that the deal to name the team Aston Martin Red Bull Racing will be announced in the coming weeks. Red Bull Team Principal Christian Horner said, "You can speculate all you like but I'm not going to confirm anything." Aston Martin CEO Andy Palmer, who brokered Red Bull's Infiniti deal when in his previous job, "admitted that the two companies intend to expand their relationship." He said, "It's fair to say that one of the reasons I'm here today is to discuss what next season looks like. And within that context, do we or don't we provide an independent engine in 2021? And then join the dots" (AUTOSPORT, 9/17).
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