News broadcaster CNN International has reached a multi-year agreement to partner the McLaren Formula One motor racing team from the 2015 season.
Under the terms of the deal, CNN’s branding will feature on the front-wing endplates of the McLaren-Honda MP4-30 race car, which will be unveiled in an online launch on January 29.
CNN will also benefit from use of McLaren’s new “thought leadership centre” based within the McLaren Technology Campus in Woking – the team’s UK base. When the facility opens, CNN will use it to produce a number of programmes for its global network.
McLaren ran the entire 2014 season without a main sponsor and is also yet to secure one for the 2015 campaign. The financial terms of its tie-up with CNN International were not disclosed.
CNN’s previous sponsorship involvement in Formula One came with minnows Caterham, which failed to score a point over five seasons and went into administration in October.
Rani Raad, chief commercial officer at CNN International, said: “The added exposure CNN International will gain through our association with McLaren is part of an expansive consumer engagement initiative to capitalise on the power of our brand and consolidate our position as the world’s biggest international news brand.”