Smirnoff – the world’s leading premium vodka – has formed a new partnership with the Sahara Force India Formula One team.
Responsible drinking will lie at the heart of the partnership. Smirnoff will use its position as an official partner of the Sahara Force India Formula One team to deliver a powerful anti-drink drive message.
“It’s fantastic to see Smirnoff join the world of Formula One. It’s an iconic, global brand and we welcome them to the Sahara Force India family,” said Vijay Mallya, team principal and manager director of Sahara Force India. “As a team we’ve always mixed the highest professionalism on the track with great celebrations away from it and our partnership with Smirnoff reinforces these values. As we continue to make progress on the track, Smirnoff is the ideal brand to help celebrate these moments and open up the sport to new fans.”
The partnership will see Smirnoff branding featured on the VJM07s of Sahara Force India drivers Sergio Perez and Nico Hulkenberg beginning at the Spanish Grand Prix in Barcelona on May 11. Logos will appear on the rear wing and top of the chassis, with branding on the sidepods at key races.
“We love Sahara Force India’s story, as well as its ability to help us communicate about responsibility and top quality performance,” saidSmirnoff Global Brand Director Matt Bruhn. This team is shaking up how we perceive racing and giving the establishment a real run for its money. We are thrilled to help them bring fans closer to the action and have lots of fun with this energetic, exciting team along the way.”