The Coca-Cola Company partner of Lotus F1 in 2013

The arrival of Coca-Cola in Formula 1 was a bit like a recurring rumor in recent years. During the last United States Grand Prix, the company confirmed its interest in F1 while explaining that if it were to take the plunge, it would not be under its own name.

Today, the arrival of The Coca-Cola Company is official, and it is with the Lotus F1 Team that the American company has decided to partner, starting in 2013, to promote its energy drink Burn, available in over 80 countries around the world. The agreement between the two parties spans several years, but the details will only be revealed next year when the partnership takes effect.

« We are proud that The Coca-Cola Company has chosen Lotus as the best way to represent the Burn brand. We are excited to partner with Burn to build a new innovative sponsorship model, » responded Eric Boullier in a statement released by the English team.

An innovation and creativity that seems to have already won over Emmanuel Seuge, director of sport and entertainment marketing for the soda brand: « Lotus has demonstrated exceptional creativity in its approach to Formula 1 and its collaborations with its partners – an approach that reflects the philosophy of burn. We are going to bring the same creativity by incorporating art and music in a way that will break the traditional conventions of sponsorship in Formula 1. »

With this agreement, Coca-Cola hopes to overshadow Red Bull, which has been present in the discipline since 1995, initially as a sponsor of Sauber and then as a full-fledged team with the acquisition of Jaguar in 2005 and Minardi, which became Toro Rosso the following year.