The world's oldest record label and one of the world's most famous Formula One teams have come together to create music. Throughout the season ahead, Lotus and Columbia Records will provide free regular streaming playlists on the lotusf1team.com website, create bespoke CDs and vinyl products, and feature music guests and performances. Columbia's iconic "Walking Eye" logo will also be prominently featured on the bodywork of Lotus' E21 throughout the season.
The innovation partnership is another example of the team thinking beyond "sponsorship fees" to find a mutually beneficial partnership.
“This is a fantastic partnership for Lotus F1 Team and another brick in our communications activation plan," Eric Boullier, team principal of Lotus F1, said. "For the past two seasons, we have d...