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Smirnoff to enter Formula One

April 26, 2014



The Sahara Force India Formula One Team will announce a major new sponsor, Smirnoff Vodka, on Wednesday, adding to the list of partners already signed by the team ahead of the 2014 season.

The brand, owned by parent company Diageo, could appear on the team’s cars from Barcelona onwards and means the UK drinks giant now has two of its major brand names in Formula One at two different teams. McLaren still count Johnnie Walker as one of their official partners.


The deal is thought to have been formed with a clause in Diageo’s part buy out of Vijay Mallya’s United Spirits Group last year and crucially therefore, may not actually bring much, or anything, in the way of financial revenue to the team directly.

For Mallya, the initial sale of just over 25% of the company’s shares brought much needed debt relief and for Diageo, access to a huge distribution network across India and the emerging markets.


From → Formula One

One Comment
  1. Thank you for sharing this information ! I need it to an homework about the sponsoring in Formula One, mainly when it’s an alcohol brand ahah !

    Have you an other exemple ?

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