United States Grand Prix – McLaren have landed one of the biggest and most elusive sponsors from Formula 1 by signing Coca-Cola.
Astonishingly, the drinks giant has never been a sponsor of a Formula 1 team or event, despite the brand strength of both the drink and the sport. However, that all changes with immediate effect, as McLaren have signed a deal with Coca-Cola that will see coke decals on the MCL32 for the remainder of the season.
The cars will carry the logos on the barge boards, as well as the race suits of Fernando Alonso, Stoffel Vandoorne & Lando Norris. According to press material, sub-brands Dasani Sparkling and Smartwater will also be promoted at the US, Brazilian & Abu Dhabi Grands Prix.
“Coca-Cola has a rich history of sponsorship and a record of innovative activations and we are honoured the company has chosen to partner with McLaren to explore opportunities in Formula 1.” said Zak Brown, CEO of McLaren. “Formula 1 as a sport is changing, as are we as a team, and we’re looking forward to introducing Coca-Cola to the potential that our team and fantastic, global sport represents.”
Ricardo Fort of Coca-Cola said: “We are looking forward to this activation with McLaren, both our companies are innovators, and we are both looking to further connect with youth. This partnership will guide us to what our customers, markets and consumers are craving from this high octane passion.”