Nov 23, 2012 at 04:35 PM
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Coke Brings Burn To F1

The Coca-Cola Company's rumored interest in Formula One came to fruition as Lotus announced the new multi-year sponsorship deal between the soft drink maker's energy drink, Burn, and the F1 team, Lotus. Details of the sponsorship, which will begin in January will be revealed in 2013 when the partnership officially launches.

“The creativity of teams and the passion for speed and energy that fuel the sport of Formula 1, make a partnership with this iconic sporting property a compelling proposition for the burn brand," said Emmanuel Seuge, Coca-Cola's Group Director of Worldwide Sports and Entertainment Marketing. "Lotus F1 Team, as the number one emerging challenger in the sport, has demonstrated exceptional creativity in their approach to Formula 1 racing and their collaborations with partners - an approach that mirrors the philosophy of burn. We will bring that same creativity through burn, incorporating art and music in a way that will break the conventions of traditional Formula 1 sponsorship marketing.”

Increasingly, Coca-Cola has looked to incorporate a heavy music element into its sports partnerships, most notably at the recent Olympic Games and FIFA World Cup. Burn is available in more than 80 countries throughout Europe, Asia, Africa and Latin America.

“We are proud that The Coca-Cola Company has chosen Lotus F1 Team as the best vehicle to represent the burn brand in its most high profile partnership," commented Lotus F1 Team Principal, Eric Boullier. "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; an area in which our team has been at the cutting edge in Formula 1 for the past 18 months, recording the highest growth rate amongst fans this year."

It was recently reported that Coca-Cola had been eyeing Formula One for its energy drink portfolio, which also includes Relentless and Full Throttle, in an attempt to challenge longtime Formula One sponsor, Red Bull.