Airtel partners with Mercedes for the Indian Grand Prix
Two partners of the Indian Grand Prix have also decided to join forces: thus, Airtel will be a sponsor of Mercedes GP during the race weekend in New Delhi.
Airtel is a key partner of the Buddh circuit since it has been the title sponsor since last year. Additionally, Mercedes had also decided to be a partner of the Indian event through providing vehicles for the organization and creating a driving academy to train future Indian drivers.
For Airtel, it’s mainly about leveraging the reputation of the German brand and its two drivers, Michael Schumacher and Nico Rosberg, in a communication campaign around the circuit and Airtel. The association during the event itself will be relatively limited since the Airtel logo will only be present on the headrest, air intake, helmets, and suits of the two German drivers.
That is why the two partners decided to announce their union several months before the event, contrary to the usual customs of single race sponsorships. This will therefore be a powerful communication relay for the Stuttgart firm, for which India is a rapidly growing market essential in the coming years, as Airtel will primarily target its local market to focus its campaign.
Ross Brawn comments on this new agreement: «Exposing our sport to new audiences is vital for our future, and we look forward to working with Bharti Airtel in preparing for this year’s race, in order to bring our fantastic sport closer to Indian fans.»
With the participation of RacingBusiness.fr
