Force India goes in search of sponsors

Until now, the majority of sponsors displayed on the Force India single-seaters were part of the galaxy of companies owned by Vijay Mallya. But with the appointment of Sadie Wigglesworth as the head of sponsorship acquisition and media, the situation could change in the future.

This is therefore a first-rate recruitment that the Silverstone structure has just achieved, as Sadie Wigglesworth comes from seven years in the same role within the prestigious Aston Martin Racing endurance team.

By its name, the team will focus its attention on the Indian subcontinent with the prospect of the first Indian Grand Prix. So far, the team has not managed to attract local investors as Tata chose to support Narain Karthikeyan at HRT rather than appear alongside the Indian team.

The new strategy will therefore now be to attract international investors who want to make a name for themselves in the country of a billion citizens, as explained by the new recruit: « The first Indian Grand Prix will take place in October at the Jaypee International Circuit near Delhi, which will provide a great opportunity for companies that are not yet known in India to enter the market. With an Indian business development service already in place, we are able to offer a whole new dimension to sports partnerships. »

It is therefore likely that the notable presence of Kingfisher and other Whyte & Mackay brands risks diminishing in the future in order to lighten the financial burden represented by the team for Vijay Mallya.

With the participation of RacingBusiness.fr