McLaren and Coca-Cola have announced a new partnership that will see the companies collaborate for the remainder of the 2018 season.
The partnership will see the iconic Coca-Cola brand carried on an F1 car for the first time as part of the McLaren livery, and continues its rich history of sports sponsorship, including motorsport.
Activation will focus on sub-brands Dasani Sparkling and SmartWater at the USA, Brazilian and season-ending Abu Dhabi Grands Prix.
“Coca-Cola has a rich history of sponsorship and a record of innovative activations,” said Zak Brown, “and we are honoured the company has chosen to partner with McLaren to explore opportunities in Formula 1.
“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.”
“We are looking forward to this activation with McLaren,” added Ricardo Fort, Vice President, Sports Partnerships, Coca-Cola, “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.”
Widely considered the holy grail of sponsors, Coco-Cola was on the verge of a multi-million F1 deal a few years back, which would have included pouring rights at races… but that’s another story.
Though today’s deal does have one thing in common.