The Coca-Cola Company will make a return to Formula 1 as a sponsor from next season, with the Lotus F1 team announcing that the drinks giant will put its ‘Burn’ energy drink stickers on its cars in a multi-year sponsorship deal.
Burn is available in over 80 countries around the world, particularly in Europe, Asia, Africa and Latin America.
“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,” Lotus team principal Eric Boullier said in the announcement.
“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; an area in which our team has been at the cutting edge in Formula 1 for the past 18 months, recording the highest growth rate amongst fans this year.”
Burn joins the ranks of Red Bull, Monster, and Lucozade as the newest youth-marketed drinks brand to join the ranks of F1 sponsors.
Coca-Cola is the world’s largest drinks company with a portfolio of over 500 drinks brands, led by the world’s most valuable and recognisable brand, Coca-Cola. With other world-famous labels including Fanta, Sprite, vitaminwater and Powerade, Coca-Cola could be tempted to use Lotus as a platform to promote its other products in the future.
Coca-Cola has previously dabbled in Formula 1, with its Czech arm helping to bankroll Tomáš Enge’s three-race stint with the Prost team at the end of the 2001 season.
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