the world’s leading premium vodka, has entered into a new partnership with
Sahara Force India Formula One Team. That’s one more reason for the F1 team to
raise a toast!
According to a company statement, It brings
together two brands with a shared ethos to open up access to one of the world’s
most elite sports for everyone. The fan-centric alliance will be focussed on
helping lovers of the sport get closer to drivers, nearer to top quality race
action and further away from exclusivity.
drinking will lie at the heart of the partnership. Smirnoff will use its
position as an official partner of the Sahara Force India Formula One Team to
deliver a powerful anti-drink drive message.
Mallya, Team Principal and Managing Director of Sahara Force India, said: “It’s
fantastic to see Smirnoff join the world of Formula One. It’s an iconic, global
brand and we welcome them to the Sahara Force India family. As a team we’ve
always mixed the highest professionalism on the track with great celebrations
away from it and our partnership with Smirnoff reinforces these values. As we
continue to make progress on the track, Smirnoff is the ideal brand to help
celebrate these moments and open up the sport to new fans.”
Bruhn, Smirnoff Global Brand Director, added:
“We love Sahara Force India’s story, as well as its ability to help us
communicate about responsibility and top quality performance. This team is
shaking up how we perceive racing and giving the establishment a real run for
its money. We are thrilled to help them bring fans closer to the action and
have lots of fun with this energetic, exciting team along the way.”
partnership will see Smirnoff branding featured on the VJM07s of Sahara Force
India drivers from next weekend’s Spanish Grand Prix in Barcelona. Logos will
appear on the rear wing and top of the chassis, with branding on the sidepods
at key races. Drivers’ suits, helmets
and team clothing will also carry the famous Smirnoff eyebrow logo.
Force India is also launching a new merchandise range at the Spanish Grand
Source: Sahara Force India