Force India concludes Smirnoff sponsorship deal
1 May 2014 – The Sahara Force India F1 Team has announced a new 'partnership' with vodka brand Smirnoff. The deal will see Smirnoff branding featured on the VJM07s from next weekend's Spanish Grand Prix, the fifth round in the 2014 Formula 1 World Championship. Logos will appear on the rear wing and top of the chassis, with branding also on the sidepods at 'key' races. Drivers' suits, helmets and team clothing will also carry the famous Smirnoff eyebrow logo.
"It's fantastic to see Smirnoff join the world of Formula 1. It's an iconic, global brand and we welcome them to the Sahara Force India family," said Vijay Mallya, Team Principal and Managing 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."
Responsible drinking will lie at the heart of the partnership, the team said, with Smirnoff using its position as an official partner to deliver a 'powerful anti-drink drive message': "We love Sahara Force India's story, as well as its ability to help us communicate about responsibility and top quality performance. 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," added Matt Bruhn, Smirnoff Global Brand Director.