Bruno Senna's arrival has brought a host of new sponsors

There are plenty of changes at Lotus Renault GP – albeit, all cosmetic – with the team announcing four new sponsors for the rest of the season, two of which are clearly linked to Bruno Senna replacing the out-of-favour Nick Heidfeld at last fortnight’s Belgian Grand Prix.

The deals with telecommunications giant Embratel, personal care product brand Gillette, Brazilian oil and natural gas company OGX, and pharmaceutical company Auden McKenzie will begin with immediate effect.

Embratel was a personal sponsor of Senna’s during his pre-F1 days, and now the telco – which is owned by Carlos Slim’s empire – will adorn its stickers on the sidepods of the R31 challenger as well.

Their being another sponsor of Senna, Gillette’s logos will be displayed on the R31’s front wing flaps and driver uniforms.

One must wonder how the now-fired Heidfeld feels about all of this, bearing in mind that the team was curiously sighting his “disappointing performances” as the reason for his certainly questionable sacking from the frontline driver line-up.

To announce a quartet of new sponsors at once is certainly indicative of the commercial gains the team is receiving from Senna’s promotion in the team.

Money always talks in F1…

[Image via The Cahier Archive]

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Richard Bailey

Founder & Chief Editor at MotorsportM8
Hasn't missed a Grand Prix since 1989. Has a soft spot for Minardi. Tattooed with 35+ Grand Prix circuits.