McLaren has announced that it has extended its contract with the Hilton Worldwide hotel group until the end of 2019.
The announcement coincides with the 10-year anniversary of the partnership which began in late 2005. Larger Hilton logos will appear on the McLaren cars’ sidepods at this weekend’s United States Grand Prix and will remain there for the following Mexican Grand Prix next weekend.
“We are delighted to be extending our partnership with McLaren Honda, providing the team with a home from home at the majority of race locations they travel to across our 4,440 hotels worldwide,” said Aligi Gardenghi, the vice-president of marketing for Europe, Middle East & Africa at Hilton Worldwide.
McLaren Technology Group chairman and chief executive Ron Dennis added: “It’s extremely satisfying to see a global player such as Hilton underline its confidence and commitment to the McLaren brand by signing a renewal through until the end of 2019. That really emphasises the importance we place on nurturing and building long-term relationships with like-minded corporate partners.
“This is an exciting period of growth for the racing organisation, and this announcement clearly demonstrates the enduring appeal and longevity of McLaren. It is one of the sports world’s most enduring and iconic brands.”
The sponsorship extension comes just two weeks after the Woking team signed a new sponsorship deal with wine brand Chandon, which was announced during the Russian Grand Prix.
The struggling McLaren-Honda cars have been visibly lacking sponsorship since the beginning of 2014 following the departure of the team’s title sponsor, Vodafone. The team has so far failed to land a new title sponsorship deal, with Dennis insisting he will not under-sell the advertisement space on the team’s cars.
The team is set to finish a lowly ninth in the Constructors’ Championship standings, which – ignoring its disqualification from the 2007 standings – will be the worst performance in the team’s history since 1980. That will see the team’s share of Formula 1 prizemoney slashed by somewhere in the region of $20 million next year, which might force a rethink of the team’s strategy.
Image via McLaren