Secret sponsors sign for Sauber

WHEN FORMULA ONE team Sauber chief executive Monisha Kaltenborn went out to try and replace long-time sponsors Credit Suisse she concluded awareness was not even part of the story for some brands. F1 has had its share of scandals and for some companies access, networking and business-to-business benefits were considerably more important than association with the sport. The added advantage for a Sauber car launched with a noticeable absence of decals is that this can no longer be taken as a sign of financial weakness. Kaltenborn refuses to be drawn on who, but asserts that the team now has “a portfolio of strong Swiss brands involved.” - 14/2/2011