Formula One motor-racing team Renault has entered into a wide-ranging partnership with LaLiga, the organising body of the top two divisions of Spanish club football.
The deal covers the 2018 F1 season and grants LaLiga exposure on Renault’s cars, as well as on the overalls of drivers Nico Hülkenberg and Carlos Sainz, who is from Spain.
LaLiga will serve as the official football league partner of Renault and the partnership is designed to further grow the league’s international brand.
The agreement ties in with LaLiga’s strategy to support other sports and athletes through its LaLiga4Sports initiative, which already provides backing for Spanish figure skater Javier Fernandez and badminton champion Carolina Marin.
Renault said that the partnership will provide fans with access to multi-layered sports entertainment across multiple platforms.
Enrique Moreno, brand director for LaLiga, said: “We have been looking for innovative ideas that allow us to generate brand presence internationally and support our brand positioning ‘It’s not football. It’s LaLiga.’ Motorsports and specifically Formula One fits perfectly with this strategy. Formula One fans are potential football fans. This new, year-long relationship is designed to further expand the LaLiga audience and grow awareness for our brand.”
Antoine Magnan, head of partnerships for Renault Sport Racing, added: “Renault Sport Formula One Team and LaLiga have many shared goals as we push to expand our reach worldwide. Between the Formula One and LaLiga seasons we cover the entire year and there are cross-overs in our two fan bases that will be the springboard for exciting activities.”
In other news, Renault has extended its partnership with Spanish beer brand Estrella Galicia 0,0 for the 2018 season.
The new agreement will see an increased presence for the brand, which has been a long-time backer of Sainz (right of picture). Estrella Galicia 0,0 will appear on the Renault car’s turning vanes and headrests as well as other team assets, with the brand also appearing on Sainz’s helmet and race suit. In addition to the team presence, Renault said a number of innovative activations are planned throughout the season.
Cyril Abiteboul, managing director of team, said: “After a successful introduction in 2017 we are happy that Estrella Galicia 0,0 not only continues with us for 2018 but is increasing its presence and activations with the team. Ahead of the start of the 2018 season we have been able to announce a strong portfolio of partners, and Estrella Galicia 0,0 has endorsed this through its enhanced commitment.”