LONDON: Ahead of the unveiling at Silverstone of its 2017 contender on Wednesday, Formula1 outfit Sahara Force India made a slew of partner announcements.
Newly on board are Orange Bus as digital partner, FXTM as trading partner and London-based fashion brand Farah as apparel partner, while its two-year association with Hype Energy as energy drinks partner has been extended for another season.
When the VJM10 was presented to the world on Wednesday afternoon, Hype Energy logos were in place around the cockpit, on the rear view mirrors, and on the rear wing end plates. Additionally, the Hype Energy logo will be on the drivers’ racing suits, team apparel and team caps.
The extended partnership reflects the success of the collaboration over the last two years as Hype Energy expands into new markets. Formula One is part of Hype Energy’s heritage thanks to current CEO, Bertrand Gachot, who is a former Formula One driver.
Force India team principal Vijay Mallya noted: “We enjoy a fantastic relationship with Hype Energy and I’m delighted we are continuing the partnership for a third season. Their brand fits perfectly with the high energy lifestyle of Formula One and they always come up with exciting activation ideas, such as the special edition Force India can we created last year. 2017 promises more of the same with great results on and off the track.”
Gachot added: “Our partnership with Sahara Force India has been a real success story. The team achieved so much last year and the 2017 season looks very exciting. As a former driver with the team, I’m proud and excited to continue to be part of their story as a sponsor. To be able to work alongside old friends is an immense pleasure. We’re thankful to Vijay and Otmar, who give us the freedom to try innovative ideas that take our brand to the next level. Since we started the partnership, the Hype Energy brand has grown and we’ve been able to increase our distribution networks. Extending the partnership for a third year was an obvious choice and I’m excited to see what the 2017 season has in store.”
Apparel partner Farah’s association will involve supplying team members with a range of clothing to be worn while travelling to and from race and test events. The latest Farah designs will be issued to the team this week in preparation for the season-opening test session in Barcelona later this month.
The relationship with Sahara Force India marks the continuation of Farah’s ambitious plans to take its designs to new audiences around the world and capitalise on the global appeal of the sport. As well as kitting out the team, they will activate an extensive social media and sports marketing campaign supporting the partnership.
In the case of FXTM, meanwhile, the online trading platform’s branding will appear on the rear section of the car’s sidepod as well as on drivers’ and team clothing.
As for Orange Bus, the specialist digital agency will deliver a range of new solutions for the team, including a new website that was unveiled Wednesday at www.forceindiaf1.com.
Orange Bus branding will be visible in the team’s garage and on other trackside assets.
Commenting on the association, Mallya said: “We are a global team with global ambitions and we are aware of the untapped potential of the digital realm when it comes to reaching out to our worldwide fans. Orange Bus impressed us with their vision and we are looking forward to working with them to develop an online presence suited to a Formula One team. These are going to be exciting times for our followers.”
Julian Leighton, CEO, Orange Bus, added: “We’re delighted to announce this partnership. Sahara Force India share many of Orange Bus’s core values: they’ve achieved major success with a fraction of the budget of the supposed big players around them; they have demonstrated that if you’re smart, anything is possible – something we’ve always believed in and aspired to at Orange Bus.”
