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Lotus team heats up with Burn

2012-11-23 09:49

ENERGY FOR LOTUS TEAM: Coca Cola is entering the F1 world, joining the Lotus team with its energy drink - Burn.

SAO PAULO, Brazil - Coca Cola will enter Formula 1 with its Burn energy drink. The deal was announced with Kimi Raikkonen's Lotus team on Thursday, November 22, 2012.

The deal is a multi-year agreement with more details to be revealed in 2013 when the partnership begins.

Emmanuel Seuge, Coca-Cola's group director of worldwide sports and entertainment marketing, said: "The creativity of teams and the passion for speed and energy that fuel F1 make a partnership with this iconic sporting property a compelling proposition for the Burn brand.”

F1 has just returned to the United States for the first time in five years at a new circuit in Austin and the sport is eager to build up its presence in the Americas.

BACK TO THE US

There will be two races in the US in 2014, one in New Jersey and the other again in Texas, and F1 supremo Bernie Ecclestone spoke of the possibility of three by 2015.

Red Bull Racing, the team owned by an Austrian drink manufacturer, has won the F1 Constructors' championship three years in a row. Driver Sebastian Vettel is chasing his third title in a row in the 2012 Brazilian GP to be raced on Sunday.

Raikkonen, who won the 2007 World championship with Ferrari, triumphed in the 2012 Abu Dhabi GP for Lotus and is one of F1's most popular drivers, with the nickname “Iceman”.

Coca-Cola has been linked with various teams, as well as with the sport as a whole.

Lotus team principal Eric Boullier said: "We are excited to partner with Burn to build a new and innovative model for sponsorships that will combine experiences, content creation and social media."

He highlighted social media as an area in which the team had been "at the cutting edge in F1 for the past 18 months, recording the highest growth rate among fans this year".

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