Lotus Renault GP signs with four new sponsors

These four new agreements take effect immediately, starting from this weekend’s Italian Grand Prix, and at least until the end of the current season as Bruno Senna has been confirmed for this period. The four companies will have different representation on the team’s communication platforms, according to their financial contribution.

Embratel

The main new sponsor is Embratel, a giant in fixed and mobile telephony in Brazil. It is not a newcomer to Formula One, as it was already alongside the Brazilian driver during his debut with HRT last year, which allowed him to bring the required five million dollars. Already featured on the driver’s cap during the Belgian race, the company’s logo will have a stronger presence starting from Monza as it will appear on both uprights of the rear wings of Bruno Senna’s and Vitaly Petrov’s cars. As a personal sponsor of the Brazilian, it will also be present on the side of the helmet, on the chest, and the cap of the latter.

At Embratel, we are proud to be with Lotus Renault GP and Bruno Senna in the world of Formula 1. In addition to the contribution to the Embratel brand, Brazilians bring back the name Senna for a Formula 1 race, and clearly, it is a special emotion for all Brazilian F1 fans, said José Formoso, the president of the company.

Gillette

Second sponsor to join the ranks of the Enstone team, one of the subsidiaries of the Cincinnati giant Procter & Gamble, is the razor brand Gillette. While the brand is not accustomed to the paddocks, its association may be linked to the nationality of its marketing director, José Cirilo, who also happens to be Brazilian… As it is not a personal sponsor of Bruno Senna, the brand’s representation will be equivalent on both drivers of the team. This will be manifested by a presence on the flaps of the front wing, on the side of the helmets, and on the throat of both drivers.

«We decided to partner with Lotus Renault GP because it is a traditional, respectable, and efficient team, just like Gillette. We aim to provide men with the best they can have with products that offer precision. Therefore, we build our reputation through associations with high-performance sports and teams, like Lotus Renault GP, » commented José Cirilo.

From there to seeing Bruno Senna and Vitaly Petrov take the places left vacant by Tiger Woods and Thierry Henry in their respective countries, there may be only one step…

OGX

The third supporter of the team is 100% Brazilian, as it is the country’s second-largest oil company, OGX. Although not directly specified in the team’s press release, it is highly likely that the company has also become a personal sponsor for Bruno Senna, as he will display the OGX logo on his helmet and racing suit, in addition to a significant presence of the logo on the chassis, in front of both drivers’ cockpits.

The CEO of OGX, Eike Batista, explains the agreement as follows: “We are proud to partner with Lotus Renault GP, a team that will be heavily supported in our domestic market of Brazil. Passion, leadership, and discipline are part of EBX Group’s values. It is these values, along with the experience and drive for success of Lotus Renault GP, that led us to believe this partnership will be fruitful for us.” It is interesting to note that the Enstone team will feature, in addition to the names of three different car manufacturers (Renault, Lada, and Lotus), the name of two oil companies since Total is already a major supporter of the team. The agreement between the two companies will likely be limited to visibility for the company and will not include the supply of derivatives for the operation of the cars.

Auden McKenzie

Last but not least, Auden McKenzie may not necessarily belong to the same category as the other three companies since it is only a pharmaceutical company founded about ten years ago, with only 70 employees. Yet, it has managed to present its 60 products in all pharmacies across the UK and in around thirty countries. The goal is to introduce the brand into new markets thanks to the global broadcast of F1 images, as explained by Amit Patel, the founder and CEO of the brand: « At Auden McKenzie, we are fully aware of the power of brand promotion through sport. For the first time, we will partner with a Formula 1 team and we are very proud to contribute to Lotus Renault GP’s return to the pinnacle of this sport. For the brand, being associated with a top-level team in such a globalized sport is of great importance, and we are confident that this collaboration will be fruitful. We are delighted to be on board and look forward to much success both on and off the circuits in the coming months. »

With the participation of RacingBusiness.fr