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Coca-Cola extends with McLaren F1 in multi-brand campaign

Coca-Cola has extended its partnership with the McLaren Racing team for the 2019 Formula One season, after a successful pilot programme in 2018.

Last season, the Coca-Cola master brand was carried on a Formula One car for the first time at four grands prix in the US, Mexico, Brazil and Abu Dhabi.

The new partnership will pair the McLaren team with multiple Coca-Cola-owned brands across different beverage categories.

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Under the deal, Coca-Cola will develop consumer events, point-of-sale activities, online promotions and communications campaigns.

Ricardo Fort, vice-president of sports and entertainment partnerships at Coca-Cola, said sponsoring McLaren will allow Coca-Cola to create “unique consumer experiences around the world”.

Coca-Cola’s last foray into Formula One team sponsorship was in support of its energy brand Burn in a multi-year sponsorship of the Lotus Formula One Team from 2013.