Team Lotus launches a B2B solution for sponsors with Dell
The Sauber Club One is inspiring other Formula One teams. The Swiss team was the first to offer a dedicated structure to promote professional exchanges between different companies within it. Team Lotus has decided to offer a multi-brand service, in partnership with Dell, aimed at businesses wishing to be present in the paddocks.
The realization of this platform will take the form of a dedicated spot on the radiators and front wing of the single-seaters of Jarno Trulli and Heikki Kovalainen, on which the logos of partner companies for the given Grand Prix will be displayed.
Thus, for the Canadian Grand Prix, it was about APC, which belongs to Schneider Electric, and Intel. These two companies are already associated with Tony Fernandes’s team, directly or indirectly. The American giant Intel is incorporated into the Dell computers provided to the team. This fits perfectly with the public communication strategy built around the famous slogan “Intel Inside.”
As for APC, Ross Earley, the program manager for North America, states: «APC has been a key provider of solutions for Team Lotus since the launch of the F1 venture in 2009. APC’s data center infrastructure solutions ensure the essential power and cooling both at the factory and on the track. We are delighted to take our relationship a step further and to be a founding member of Dell’s new initiative with Team Lotus.»
Other partners of the computer manufacturer should therefore take over during the upcoming events, according to the communication needs of each interested partner. This shows, in any case, that the resolution (while awaiting the appeal lodged by Lotus Cars) of the conflict around the team’s name has allowed a solution to attract new financial partners to the team. The team’s funding now relies less on the funds provided by the companies in the galaxy created by Tony Fernandes.
With the participation of RacingBusiness.fr
