Sport Industry Group

Lotus F1 lands joint sponsorship deal- 6 Feb 2012 00:00:00

Rexona and CLEAR, two of the world¹s biggest personal care brands, have signed a joint sponsorship deal with the Lotus F1 Team.

Formerly known as Lotus Renault GP, the Lotus F1 team has secured the services of 2007 world champion Kimi Räikkönen for the upcoming Formula 1 season, alongside Romain Grosjean (pictured). The addition of the two Unilever brands to its sponsorship portfolio is another boost ahead of the start of its 2012 campaign, with the car launched this weekend.

Deodorant brand Rexona is known as Sure in the UK, Degree in the USA and Shield in South Africa.
Pablo Gazzera, Rexona Global Brand VP, said: 'Rexona for Men has a perfect fit with Formula 1: both stand for passion, ambition and excellence in performance. We empower our consumers to be daring, to be adventurous and push the limits, offering the best protection throughout the day. We tap into our consumers¹ passions ­ cars, sports, extreme adventure ­ in order to engage with them. The thrill of speed and fierce competition of Formula 1 racing falls right at the heart of what our consumers are passionate about.'

Francois Renard, CLEAR Global Brand VP, added: 'CLEAR Men stands for efficacy, precision technology, and performance ­ and no other sport values precision performance technology like Formula 1.'

Eric Boullier, Team Principal, Lotus F1 Team, said: 'We are very proud to have been selected by CLEAR and Rexona and are very much looking forward to working with our two newest partners throughout 2012 and beyond. The passion for business and desire to win is shared both at our factory here and in the offices of CLEAR and Rexona and this will ensure a very beneficial partnership in the years to come.'