FORMULA ONE (F1) team Lotus has expanded its commercial portfolio by agreeing a one-year sponsorship deal with Columbia Records.
The ‘Walking Eye’ logo of Columbia Records will appear on the Lotus cars while the company will also provide free streaming playlists throughout the season on Lotus’ official website.
The American music label will also offer bespoke CDs and vinyl products, as well as music guests and performances over the course of the 2013 season.
“This is a fantastic partnership for Lotus F1 team and another brick in our communications activation plan,” said Eric Boullier, Lotus team principal.
“For the past two seasons, we have demonstrated our love of music and our capacity to reach a brand new audience through our press releases featuring song titles, our app with (band) Linkin Park and our CD compilation.”
Mark Terry, co-managing director of the Columbia Label Group, said: “From our first meetings with the Lotus F1 team it’s been obvious that they have a great commitment to a music strategy that will be hugely beneficial to Columbia and our artists.
“We have some exciting activations planned and it’s going to be a thrill to see our iconic label on the Lotus cars.”
By Robin Jellis
Follow Robin on Twitter: @robinjellis