Allianz becomes a sponsor of Mercedes GP

On the occasion of the launch of the W02, Mercedes GP announced that it would welcome a new sponsor as the German insurer Allianz will appear on the seatbelts and HANS systems of Michael Schumacher and Nico Rosberg.

Since 2000, the Bavarian insurer has invested in Formula 1. It has gradually increased its presence in the sport, transitioning from a mere sponsor of Williams during the BMW era to sponsoring the safety and medical cars after having advertised on circuits of various events on the calendar.

The presence on the safety equipment of the two team drivers will only be part of the agreement that now links Mercedes-Benz with Allianz. The two German companies have indeed decided to jointly conduct operations in favor of road safety. It is therefore likely that the drivers will be involved, especially since Michael Schumacher has long been one of the ambassadors of the FIA-led initiative “Make Road Safe.”

This strategic positioning is explained by Joseph K. Gross, the global head of market management at Allianz: “Allianz, just like the Mercedes GP Petronas Formula 1 team, is interested in all aspects of road safety and sees the benefits of a reciprocal exchange between a racing team, a Mercedes-Benz car manufacturer, and an Allianz car insurer. Greater awareness means safer driving, which means fewer accidents and, ultimately, less damage. As a global insurer for more than 50 million cars, Allianz has a particular interest in reducing the frequency and severity of accidents. With its commitment to Formula 1, Allianz has created a link between the safety of Formula 1 drivers and the safety of everyday drivers around the world.”

In these circumstances, it’s understandable that the brand prefers to associate with a family man (Michael Schumacher) rather than a driver stopped by the Australian police for dangerous driving in the middle of the city (Lewis Hamilton).

With the participation of RacingBusiness