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GP Week : Issue 177a
F1 >>> NEWS EDITOR: Adam Hay-Nicholls email@example.com ASSISTANT EDITOR: Kate Walker F1 ANALYST: Peter Windsor MOTOGP EDITOR: Michael Scott firstname.lastname@example.org RALLY EDITOR: Martin Holmes email@example.com STAFF WRITER: Adam Leveridge PRODUCTION ARTIST: Cedric Dufour PHOTOGRAPHY: Sutton Motorsport Images www.sutton-images.com Keith Sutton firstname.lastname@example.org: Mark Sutton, Patrik Lundin, Dirk Klynsmith, Emily Davenport PUBLISHER: Chris Lambden email@example.com PUBLISHED BY: Grand Prix Week Ltd 61 Watling Street, Towcester Northants NN12 6AG United Kingdom ADVERTISING: n Richard Partridge firstname.lastname@example.org Ph: + 44 1273 232 566 Mob: + 44 7771 567 644 n Mark Sutton email@example.com n Adam Hay-Nicholls firstname.lastname@example.org n SE Asia, Australasia GPWEEK (Australia) email@example.com .com WEEK LOTUS FEEL THE BURN! After months of speculation, the Coca-Cola Company confirmed that they would be entering Formula One in 2013. But while the gossips concentrated on a title sponsorship deal with McLaren – and a short-lived rumour that the drinks giant would buy out HRT – it was Lotus who scooped the lucrative deal. Coca-Cola will be using Formula One to go head- to-head with Red Bull in the energy drink promotion stakes, pitting their brand Burn against the world’s best-known taurine-powered soft drink on track and in the supermarkets. “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,” team principal Eric Boullier said when the news was announced. “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 One for the past 18 months, recording the highest growth rate amongst fans this year.” While the deal was announced at the start of the Brazilian Grand Prix weekend, few details were released. It was confirmed that the deal would cover multiple seasons, with the exact tally yet to be specified. “The creativity of teams and the passion for speed and energy that fuel the sport of Formula One, make a partnership with this iconic sporting property a compelling proposition for the burn brand,” said Emmanuel Seuge, group director of worldwide sports and entertainment marketing for Coca-Cola. “Lotus F1 Team, as the number one emerging challenger in the sport, has demonstrated exceptional creativity in their approach to Formula One 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 One sponsorship marketing.” 6 GPWEEK.com // 6 GPWEEK.com // PARTNERS: