Red Bull, EQ8 and Lucozade won’t be the only energy drinks on the F1 grid come the 2013 season. Swedish brand burn, owned by Coca-Cola, is also set to join the fray with a sponsorship deal that will see the brand adorning the livery on Lotus F1 Team cars next year.
“We are proud that The Coca-Cola Company [via burn] has chosen Lotus F1 Team as the best vehicle to represent the burn brand in its most high profile partnership,” said Lotus F1’s team principal, Eric Boullier. “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.”
The multi-year sponsorship deal kicks off in January, and details of the sponsorship will be revealed when the partnership officially launches.