LONDON: Formula 1 team McLaren Racing announced Saturday that it will be extending and enhancing its association with global beverage giant Coca-Cola for the 2019 championship season.
Originally, the deal was signed for the US, Mexican, Brazilian and Abu Dhabi Grands Prix in the 2018 season. The races marked the first instance of the Coca-Cola brand carried on a Formula 1 car.
The upgraded partnership will pair the McLaren team with multiple brands across different beverage categories. Throughout the season, Coca-Cola will develop consumer events, activities at the points of sale, online promotions, and communication.
McLaren Racing CEO Zak Brown stated: “I’m proud that Coca-Cola, one of the most recognised consumer brands and supporters of sports fans in the world, has chosen to extend its partnership with our Formula 1 team. There was a positive reaction to our 2018 debut as partners on the Formula 1 track and I’m looking forward to us exploring the full potential of this partnership over the coming season.”
Coca-Cola VP of Sports & Entertainment Partnerships Ricardo Fort added: “We are excited to extend and expand our relationship with McLaren for the 2019 racing season. Sponsoring McLaren will allow us to create unique consumer experiences around the world.”
