Formula 1

Smirnoff and Force India Announce Partnership

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The world’s leading premium Vodka makers Smirnoff have become the latest drinks company to join the world of Formula 1 sponsorship by signing a deal with the Sahara Force India team, it has been announced. It follows on from Martini becoming the main sponsor of the Williams team just before the beginning of the 2014 season.

The partnership will ‘provide a high-profile, truly global, platform for Smirnoff within one of the world’s most iconic sports’ said a press statement. It will also involve promoting responsible drinking and powerful anti-drink drive messages.

“It’s fantastic to see Smirnoff join the world of Formula One,” said Force India Team Principal and Managing Director, Dr Vijay Mallya. “It’s an iconic, global brand and we welcome them to the Sahara Force India family.

“As a team we’ve always mixed the highest professionalism on the track with great celebrations away from it and our partnership with Smirnoff reinforces these values. As we continue to make progress on the track, Smirnoff is the ideal brand to help celebrate these moments and open up the sport to new fans.”

The partnership will see the Smirnoff name written on the VJM07’s of Nico Hulkenberg and Sergio Perez from next weekends Spanish Grand Prix onwards, with logos on the rear wing and the top of the chassis, plus on the sidepods at key events such as the Monaco Grand Prix.

“We love Sahara Force India’s story, as well as its ability to help us communicate about responsibility and top quality performance,” said Smirnoff Global Brand Director Matt Bruhn. “This team is shaking up how we perceive racing and giving the establishment a real run for its money.

“We are thrilled to help them bring fans closer to the action and have lots of fun with this energetic, exciting team along the way.”

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