McLaren has jumped into bed with an energy drinks group, announcing it had entered into a commercial tie-in with longstanding drinks merchant Lucozade.
The deal will see Lucozade’s blue logos adorning the McLaren cars and race overalls, as well as the company supplying drivers Lewis Hamilton and Jenson Button with a range of sports nutrition products.
“People often think of the unique demands placed on the human body during a Grand Prix, but few consider the overall human performance that’s needed to maintain the strength and spirit of a team of almost 100 individuals as they travel across the world for nine months of the year,” McLaren team doctor Aki Hinsta is quoted as saying of the announcement.
“Whether it’s spending long days working outdoors in the cold temperatures of the European winter, or spending race weekends in hot and humid countries like Malaysia, Singapore and India, effective physical and mental co-ordination through hydration is vital.”
The sponsorship announcement is the first since McLaren entered into a a long-term collaboration with Lucozade’s parent company, GlaxoSmithKline (GSK), which is one of the world’s largest pharmaceutical companies.
The partnership will run until at least 2016, with both partners supporting their other in areas of innovation and high-tech research.
Don’t be surprised to see more sponsorship deals featuring GSK’s headache treatments, dental care and quit smoking products in the near future…
[Original image via Sutton Images]