The Coca-Cola Company will return to Formula 1 in January 2013 and will rival the other energy drink giant Red Bull through its global energy brand “burn” in a multi-year sponsorship of the Lotus F1 Team. Details of the sponsorship will be revealed in 2013 when the partnership officially launches and we get to hear more details, however Eric Boullier, Team Principal of the Lotus F1 Team had this to say –
“We are proud that The Coca-Cola Company has chosen Lotus F1 Team as the best vehicle to represent the burn brand in its most high profile partnership. We are excited to partner with burn to build a new and innovative model for sponsorships that will combine experiences, content creation and social media ; an area in which our team has been at the cutting edge in Formula 1 for the past 18 months, recording the highest growth rate amongst fans this year.”
