Category: Lotus

Lotus will be hoping to knock off Red Bull on two counts in 2013 after signing a new multi-year sponsorship deal with Coca-Cola energy drink burn.

Further details will be announced next year when the deal officially commences, until then we’ve got a couple of typically fluffy motherhood statements for you.

Emmanuel Seuge, Group Director, Worldwide Sports & Entertainment Marketing, The Coca-Cola Company: “The creativity of teams and the passion for speed and energy that fuel the sport of Formula 1, make a partnership with this iconic sporting property a compelling proposition for the burn brand. Lotus F1 Team, as the number one emerging challenger in the sport, has demonstrated exceptional creativity in their approach to Formula 1 racing and their collaborations with partners—an approach that mirrors the philosophy of burn. We will bring that same creativity through burn, incorporating art and music in a way that will break the conventions of traditional Formula 1 sponsorship marketing.”

Eric Boullier, Team Principal, Lotus F1 Team: “We are proud that The Coca-Cola Company has chosen Lotus F1 Team as the best vehicle to represent the burn brand in its most high profile partnership. 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; an area in which our team has been at the cutting edge in Formula 1 for the past 18 months, recording the highest growth rate amongst fans this year.”

We get the connection with the saying “energy to burn” and we understand it’s a big deal having Coca-Cola investing in F1. Not sure about anyone else, but burn seems a pretty daft name to plaster all over the side of a Formula One car. As the saying goes, money talks!

Retro Formula 1, makers of some of the coolest Formula One apparel money can buy, have come up this pearler in the wake of Kimi Raikkonen’s words of wisdom. The words featured were mumbled by the ever laconic Kimi over the radio on his way to victory at the Abu Dhabi Grand Prix.

At this stage the t-shirt is little more than a few laughs, but we hear Retro Formula 1 is trying to seek approval to have it made. If it goes ahead, would you buy one? Leave your thoughts in the comments below, where you can also hear audio from Kimi to assist your decision making.

The Lotus F1 Team has released a short Q&A interview with Kimi Raikkonen following his victory in the Abu Dhabi Grand Prix:

How does it feel to take your 19th win ?
I’m very happy for the team – and myself – but mainly for the all the crew here and everyone at Enstone. It’s been a hard season and I feel this win is well deserved for everyone and just what we need. It’s also something great for all the fans who have continued to support me and the team. We’ve not had the easiest time in the last few races. Hopefully this gives everyone more belief, not just for everyone working at the track and at the factory, but for everyone behind the scenes running the team. I hope this can turn around the tables and give us many more good races and wins; if not this year, then next year.

[Pic: Lotus F1 Team/LAT Photographic]

If you missed the news last night, Kimi Raikkonen has re-signed with the Lotus F1 Team for the 2013 season. The team has since released this short Q&A interview with Kimi.

In typically laconic fashion, Kimi explained his new deal by saying, “Well the team did not need to tie me up and blackmail me.”

You can read the full interview after the break.

Kimi Raikkonen has quietly worked his way into third place in the F1 drivers’ championship. He’s the only driver in the top seven who hasn’t won a race. It’s a great result for consistency. But wins are what F1 is all about and it’s how drivers are judged.

So, the 33-year-old Finn will be happy that he has secured another year with Lotus in a bid to chase that elusive return to the victory dais for both himself and his team. “Continuing with the team was an obvious choice for me and I’m looking forward to making another step forward together next year,” he said.

Kimi’s boss, Eric Boullier, also recognised his driver is due some reward for effort. “Kimi has made an exceptional comeback to Formula 1,” enthused Boullier. “From the first time he sat in the car this year it was clear he had lost none of his pace or technical feedback and we have been rewarded by a focused and motivated driver all season.

“It was a natural conclusion for us to confirm that we will be harnessing his abilities for next season.”