Read our new manifesto
22 - 26 March

Festival for a rapidly changing world

Topics include: Direct to consumer / E-commerce / Data & privacy / Martech

McLaren and Coca-Cola to partner for the remainder of the 2018 F1 season

McLaren and Coca-Cola announce Formula 1 partnership

Another drinks company has entered the Formula 1 (F1) sponsorship roster, as McLaren and Coca-Cola announce their new partnership.

Coca-Cola will be part of the McLaren Racing livery for the remainder of the 2018 F1 season.

Although the drinks company has a long history of sports sponsorship, including motorsport, this is the first time that Coca-Cola will be carried by an F1 car.

Ricardo Fort, vice president, sports partnerships, Coca-Cola, said:"We are looking forward to this activation with McLaren, both our companies are innovators, and we are both looking to further connect with youth. This partnership will guide us to what our customers, markets and consumers are craving from this high octane passion."

Zak Brown, chief executive cfficer, McLaren Racing, added: “Formula 1 as a sport is changing, as are we as a team, and we’re looking forward to introducing Coca-Cola to the potential that our team and fantastic, global sport represents.”

Coca-Cola and its sub-brands will be represented by the two McLaren race cars and its race drivers, Fernando Alonso and Stoffel Vandoorne, as well as the test driver Lando Norris.

Activation will focus on sub-brands Dasani Sparkling and SmartWater at the USA, Brazilian and season-ending Abu Dhabi Grands Prix.

Join us, it's free.

Become a member to get access to:

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