Auden McKenzie is a pharmaceutical group that was established in the United Kingdom only in 2001 but has experienced strong growth since then. With only 85 employees, it is present in more than 30 countries. However, this is not its first appearance in F1 as, at the end of 2011, it decided to partner with Lotus Renault GP.<\/p>\n
Today, he plans once again to take advantage of his presence in the F1 paddocks to create new business relationships. The VIP packages that teams can offer are a highly valued public relations tool for various sponsors, as they can host a number of clients and partners in markets they consider a priority.<\/p>\n
Vijay Mallya, the owner of the team, does not hesitate to highlight this argument to explain the new partnership: \u00ab As an international company, Auden McKenzie is perfectly positioned to leverage the global F1 audience and networking opportunities. We are in an ideal position to help them achieve their goals. \u00bb<\/p>\n
Auden McKenzie, however, does not wish to focus solely on potential networking but also wants to highlight its brand. That is why its logo appeared on the central part of Nico H\u00fclkenberg and Sergio Perez’s cars during the Bahrain Grand Prix.<\/p>\n
The podium obtained by the Mexican driver on this occasion is also an opportunity for the team to highlight partnerships that it had not necessarily exploited until now. Thus, the team announced today that it had formed a partnership with the energy drink brand Gatorade, even though it has been in effect since the beginning of the season! The Pepsi subsidiary is only present as a simple supplier of its products to help the drivers and team personnel cope with demanding weather conditions, especially during races held in the Far East.<\/p>\n
Otmar Szafnauer, the team’s operations manager, thus explains why he was looking for such a supplier: \u00ab To succeed in F1, you must optimize all areas of the team, especially human performance. That’s why our partnership with Gatorade is an important step for Sahara Force India. We look forward to benefiting from their expertise as a major supplier of sports products. Thanks to Gatorade’s wide range of products, we can provide all team members with the right hydration and nutrition to help them perform. \u00bb<\/p>\n
However, the American brand prefers not to use its presence in F1 to carry out a sponsorship operation, as its logo does not appear at all on the cars and suits of the Silverstone team.<\/p>\n
If the current performances were to remain at such a level over the next races, there is a strong chance that such announcements will multiply in the weeks to come.<\/p>\n