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Air Race F1 takes flight with new partners

Energy drinks brand Burn, sports betting house Sportium and global insurance company AIG have agreed commercial partnerships with Air Race F1 ahead of the launch of the new air racing series on June 1 in Catalunya, Spain.

Burn, Sportium – a joint venture between Spanish and English bookmakers Cirsa and Ladbrokes – and AIG join Seat on the series' commercial roster after the Spanish automotive group signed up as the official car of Air Race F1.

The terms of the deals struck by Burn, Sportium and AIG were not disclosed but Air Race F1 chief executive Jeff Zaltman spoke of giving the brands a “long-term marketing platform”.

He said: “It is a great compliment to have these important companies accept Air Race F1 as a viable long-term marketing platform for their brands. In turn we are eager to prove our series to be a dynamic showcase to their target demographics, offering a sustainable high-growth return on their investment.  Working with brands that are such recognisable household names will help us to make our sport and our pilots recognisable household names.”

This year’s inaugural Air Race F1 event will take place in Lleida, Spain at the Lleida-Alguaire Airport, beginning an annual series of international events.