Coca-Cola backs Lotus F1 team
Soft drink giant Coca-Cola will back the Lotus Formula 1 team through its Burn brand next season.
Burn, Coca Cola’s energy drink brand, will join a growing list of energy drink sponsorship in the sport that includes Red Bull, TNT and Monster.
Burn is available in more than 80 countries throughout Europe, Asia, Africa and Latin America. It is not available for retail sale in Australia.
In a statement, Lotus team boss Eric Boullier says that it will break traditional F1 sponsorships with a combinations of “art and music.”
“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,” said 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.”
Full details of the sponsorship will be revealed next year when the team launches its 2013 challenger.
Abu Dhabi Grand Prix winner Kimi Raikkonen and his French team-mate Romain Grojean are expected to remain return to Lotus next year.
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