The Coca-Cola Company has confirmed it will sponsor the Lotus Formula 1 team through its Burn brand.
Burn will join an F1 grid that features increasing amounts of energy drink sponsorship by companies such as Red Bull, TNT and Monster.
“We are proud that The Coca-Cola Company [via Burn] has chosen Lotus F1 Team as the best vehicle to represent the burn brand in its most high profile partnership,” said team boss Eric Boullier.
“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.”
Burn said in a statement that it plans to incorporate “art and music in a way that will break the conventions of traditional F1 sponsorship”.
“We’re honoured to announce that we have joined the Lotus F1 team and are set to enter the world of Formula 1 racing.
The Lotus team is the number one emerging challenger in the sport and has demonstrated exceptional creativity in their approach to Formula 1. We indeed to foster that creativity by incorporating art and music in a way that will break the conventions of traditional F1 sponsorship.”
Now all Lotus need next is a deal with Magnum icecream…