Modern Marketing Coca-Cola Formula One (F1)

McLaren and Coca Cola extend F1 sponsorship deal

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By Jennifer Faull | Deputy Editor

March 17, 2019 | 3 min read

McLaren Racing has extended a partnership with Coca Cola after a pilot deal last year.

McLaren

McLaren and Coca-Cola extend sponsorship deal

The British-based Formula One team announced on Saturday that it will continue the deal, which saw the Coke brand carried on a Formula 1 car for the first time, throughout 2019.

The deal, which will be used to promote multiple Coca Cola drinks brands through the 21-race season from today (Sunday, 17 March).

Throughout the season, Coca-Cola will develop consumer events, activities at the points of sale, online promotions, and communication.

Ricardo Fort, vice president of Sports & Entertainment Partnerships at Coca-Cola, said: “We are excited to extend and expand our relationship with McLaren for the 2019 racing season. Sponsoring McLaren will allow us to create unique consumer experiences around the world.”

McLaren Racing chief executive Zak Brown said there had been a “positive reaction” to the 2018 debut as partners.

“I’m looking forward to us exploring the full potential of this partnership over the coming season.”

No financial details have been revealed.

Modern Marketing Coca-Cola Formula One (F1)

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