McLaren F1 signed an exclusive partnership with Coca-Cola marking the first time in F1 history where this global drink brand’s iconic image is advertised on the pinnacle of motorsport.
It’s not often that sponsorship news of this magnitude catches my attention when it comes to Formula 1 but, for the first time in a while, I actually know both parties. As per McLaren in an official press release they put out earlier this week (Oct 18,2018) they’ve partnered with Coca-Cola, one of the world’s most prestigious brands of soft drinks and one of the most affordable. As most partnerships go, Coca-Cola will pay some exorbitant amount of money supporting McLaren F1 and in return, Coca-Cola gets exclusive use of certain branding on their cars, racing suits, and presumably other various advertisements.
McLaren is delighted to announce a new partnership with @CocaCola. The iconic brand will be carried on an F1 car for the first time: https://t.co/Psw9IrPClK 🤝 pic.twitter.com/oiuSHHAkBB
— McLaren (@McLarenF1) October 18, 2018
Coca-Cola sub-brands will be advertised as well including Dasani Sparkling Water and SmartWater in certain races.
Motorsport reports that this isn’t the first time Coca-Cola and Formula 1 have partnered up. An obscure energy drink marketed in non-US markets called Burn was part of Lotus F1 advertising package back in 2012.
As per McLaren CEO Zak Brown, it looks like this collaboration was first initiated by Coca-Cola.
“Coca-Cola has a rich history of sponsorship and a record of innovative activations and we are honoured the company has chosen to partner with McLaren to explore opportunities in Formula 1.
Initially, I said that this partnership caught my attention and for good reason, Coca-Cola, in my opinion, is very much a working man’s drink. Found in any gas station, grocery store, vending machine, and most sports events in the United States, its thee default soft drink of choice. Formula 1, on the other hand, while on regular cable, is far from the working man’s motorsport. For that, Nascar holds the crown in America.
I see this as Coca-Cola getting a step up in notoriety on the global stage and in markets where F1 isn’t the number one motorsport (e.g. The United States) and in return, McLaren gets a chance to flash to catch the eye of American consumers if and when they watch F1 with a brand they recognize.
Half the time, I have no clue who these F1 sponsors are; Weichai, IWC, Hublot, Maile, and Kaspersky. These more prestigous and obscure sponsers are what I’m used to, which is why I find plain old coke so surprising.
Perhaps that’s what added to F1’s exotic mystique, that I don’t know who these guys backing these F1 teams are. With Coke, it’s just…different.
