Coca-Cola in F1 with Mclaren partnership

19 Oct 2018

By: Sport Industry Group

McLaren and Coca-Cola have announced a partnership that will see the two companies collaborate for the remainder of the 2018 Formula 1 season.  

As part of the deal, Coca-Cola and its sub-brands will be represented on McLaren Formula 1 cars and the team’s racing drivers, Fernando Alonso and Stoffel Vandoorne for the first time. 

Activation will focus on sub-brands Dasani Sparkling and SmartWater at the USA, Brazilian and season-ending Abu Dhabi Grand Prix.

Speaking on the announcement McLaren Racing chief executive officer, Zak Brown said: “Coca-Cola has a rich history of sponsorship and a record of innovative activations, and we are honoured the company has chosen to partner with McLaren to explore opportunities in Formula 1. 

“Formula 1 as a sport is changing, as are we as a team, and we’re looking forward to introducing Coca-Cola to the potential that our team and fantastic global sport represents.”

Coca-Cola vice president of sports partnerships, Ricardo Fort added: “We are looking forward to this activation with McLaren, both our companies are innovators, and we are both looking to further connect with youth. 

“This partnership will guide us to what our customers, markets and consumers are craving from this high octane passion."

Coca-Cola has previously been involved with Formula 1 through its sub-brand Burn when it sponsored Lotus F1 in 2012, but this deal represents the first time the Coca-Cola parent company has directly been involved.