Marketing and Sponsorship

Drone Racing League Signs One-Year Deal With BMW

By Eric Fisher 3.15.2018

The Drone Racing League hopes BMW can help it break existing speed records.GETTY IMAGES

The Drone Racing League added BMW to its roster of corporate partners, with a particular goal of developing new high-performance drones and breaking existing speed records. DRL will conduct tests of new drones at the BMW Group’s Aerodynamic Test Center in Munich, and seek to break its existing Guinness World Record of more than 165 miles per hour for a battery-powered, remote-controlled quadcopter. DRL will also bring the next-to-last race of its upcoming ’18 season, set for July 28, to the BMW Welt exhibition center and museum, also in Munich.

The one-year deal comes a week after DRL announced another one-year sponsorship agreement with Cox Communications, and was brokered internally without agency support. DRL Founder & CEO Nick Horbaczewski called the BMW Welt an “iconic venue with the perfect futuristic design for a drone race.” BMW Head of Int'l Brand Experience Jörg Reimann did the deal for the car brand.

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