The Coca-Cola Company has announced a new sponsorship deal with the Lotus F1 Team through its energy drink Burn. The product is already prominent in a wide range of extreme sports, including skateboarding, snowboarding and skiing.
"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," Eric Boullier, Team Principal of the Lotus F1 Team, explained of the new agreement. "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 Enstone-based squad's tie-up with Coca-Cola, which brands includes Fanta, Powerade and Sprite, is expected to be officially announced on Thursday.
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