Formula One

Heineken in UEFA x F1 activation

Heineken has brought together two of its global sporting partnerships in an activation celebrating both the 1000th Formula 1 Grand Prix and the visit of the UEFA Champions League Trophy to Shanghai.

UEFA Champions League stars Luis Figo, Xabi Alonso and Clarence Seedorf joined F1 legend Nico Rosberg and current F1 star Pierre Gasly to surprise fans at The House of Roosevelt in the Chinese city.

Both sets of stars took part in a showcase of Chinese sports, centred on the ancient Chinese football game of Cuju.

ISG launches F1 Play

Interregional Sports Group (ISG) is preparing for the start of in-race betting by launching a new free-to-enter prediction game for Formula 1 fans.

F1 Play offers fans the chance to win a luxury weekend at the Formula 1 British Grand Prix 2019.

It has been has been developed as a customer acquisition tool for those bookmakers engaging with ISG on the broader F1 rights package.

Sky Sports F1 - Garage Takeover

To mark the start of the F1 season, Sky Sports F1 gave drivers the chance to experience the perfect pit stop, with a tank of petrol filled by a former F1 driver, plus a windscreen wash – all for free!

Taking over a petrol station in High Wycombe, passers-by saw F1 experts, including Martin Brundle, Natalie Pinkham and David Croft, hard at work on their cars as they filled up petrol tanks and washed their windscreens, ahead of the start of the 2019 F1 season, shown live and exclusively on Sky Sports F1.

Williams Racing gains new title partner

Williams Racing has announced a new multi-year title partnership with global telecommunications company ROKiT.

The partnership, revealed during a special event held at Williams Racing HQ, will see the Formula One team renamed RoKit Willams Racing.

In addition to exclusive naming rights, the agreement will see ROKiT branding adorn the new Williams Mercedes FW42 race car. ROKiT will also feature on race suits and helmets of Williams’ race drivers, plus all trackside personnel team kit.

FuturoCoin in F1 cryptocurrency first

Global cryptocurrency FuturoCoin (FTO) has agreed a two-year deal to partner Formula One’s Aston Martin Red Bull Racing (RBR) team.

The partnership, which will cover the 2019 and 2020 F1 seasons, was co-brokered by WH Sports Group and CAA Sports and marks the first time a cryptocurrency has sponsored a team in Formula One.

As part of the agreement, FuturoCoin branding will be featured on the Aston Martin Red Bull Racing RB15 F1 cars.

TAG Heuer renews Red Bull F1 deal

Swiss watch brand TAG Heuer has announced a three-year extension to its partnership with the Aston Martin Red Bull Racing Formula 1 team.

The LVMH brand will continue as the team’s Official Timekeeper, Official Watch, and Team Performance Partner until 2021.

The news extends a relationship that began in 2015 and has seen activation spanning the worlds of sport and entertainment.

Red Bull Showrun draws 30k in Belfast

The latest staging of Red Bull’s F1 Showrun drew more than 30,000 fans to the streets of Belfast at the weekend.

The free urban event, which centres on stunts demonstrating the capabilities of Red Bull’s F1 car, attracted more than double the numbers that turned out in 2010 – the last time the brand took its global fan showcase to the Northern Irish capital.

Former Red Bull Racing Formula 1 driver David Coulthard proved the star attraction on a damp evening in Ulster, displaying his expertise behind the wheel of RB8, Red Bull’s 2012 double title-winning car.

Coca-Cola in F1 with Mclaren partnership

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.

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