The Danish bank has been a partner of the team since the beginning of the season, which has allowed the driver of the same nationality, Marco Sorensen, to become the reserve driver for the team.<\/p>\n
The radiators of the teams are one of the most visible parts for spectators and camera lenses, making them a highly coveted spot. In the absence of a title sponsor, Genii Capital, the team’s owner, uses it to showcase its own brand. On the occasion of the Spanish Grand Prix, the investment fund decided to donate this space to celebrate the exhibition dedicated to the painter El Greco, which is being held in Toledo.<\/p>\n
Genii Capital uses it as an important marketing element with its various partners, offering them in turn the opportunity to benefit from this placement, depending on their interests in specific markets: in Australia, it was the Clear shampoo brand that had this privileged exposure. In Malaysia, it was the local manufacturer Proton (owner of the Lotus brand) that was highlighted while PDVSA took advantage of it during the Bahrain Grand Prix. For China, it was Renault that saw its brand displayed in both Latin and Chinese alphabets.<\/p>\n
This strategy is therefore similar to McLaren’s, which no longer has a title sponsor for this season. The Woking team also highlights its various long-term sponsors, which increases their return on investment.<\/p>\n
Saxo Bank’s interest is to gain exposure during the most glamorous Grand Prix of the season, as it was not visible on Romain Grosjean’s and Pastor Maldonado’s cars since the beginning of the season, as explained by Lars Seier Christensen, the co-CEO and co-founder of the company: \u00ab Sponsoring high-performance sports like Formula 1, the World Series by Renault, and the Pro Tour in cycling is the realization of Saxo Bank’s general approach to excel in our business sector. Our sports sponsorships are always ambitious. We are here to win and to provide our clients and partners with great experiences. At Saxo Bank, we are proud to support the entire Lotus F1 Team, especially the Dane Marco Sorensen, the official reserve and development driver of the Lotus F1 Team. \u00bb<\/p>\n
Saxo Bank will therefore be highly visible in the streets of the Principality since the agreement also applies to the Lotus team in Formula Renault 3.5, not to mention Marco Sorensen’s single-seater in the same category, within the Toulouse-based Tech1 Racing team.<\/p>\n