Smirnoff partners with Sahara Force India Formula One Team

Smirnoff is now a sponsor of the Sahara Force India Formula One Team, with the alcohol brand to promote an anti-drink drive message.

The partnership will see Smirnoff branding featured on the VJM07s of Sahara Force India drivers from next weekend’s Spanish Grand Prix in Barcelona.

Matt Bruhn, Smirnoff global brand director, said: “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.”

Vijay Mallya, team Principal and managing director of Sahara Force India described Smirnoff as the ‘ideal brand to open up the sport to new fans’.

Smirnoff branding will all appear on drivers’ suits, helmets and team clothing.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.