Coca-Cola’s multi-year sponsorship of Lotus F1 Team through Burn follows in the footsteps of long-time F1 partner Red Bull, the Austrian-owned energy drink company behind Red Bull Racing.
Team principal at Lotus F1 Team, Eric Boullier, said the group was excited about the new partnership with Burn. “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.”
Coca-Cola, the largest beverage company in the world, says consumers of Burn “embody a live-out-loud mentality, without fear of boundaries created by society”.
A little intense for a liquid refreshment, but Lotus will be hoping the extra dollars from Burn help the team improve on its 2012 result of nine podium finishes, including one race win by Kimi Raikkonen, with only one round remaining for the year.
The sponsorship deal comes days after news broke that Mercedes-Benz will have full control of the Mercedes AMG Petronas Formula 1 team after buying out the remaining stake in the motorsport group from an Abu Dhabi-based sovereign wealth fund.