Despite new owners Liberty keen to bring in new partners and suppliers to Formula 1 that are not legacy linked to former F1 boss Bernie Ecclestone, global logistics company DHL today has not only renewed their partnership with the sport but have at the same time become the first official partner of F1’s new eSports Series.
While the length of the new partnership agreement was not disclosed the fact that it was signed ahead of the start of the 2018 F1 season in Melbourne is significant. In terms of the agreement, DHL will retain its position as the official logistics partner of F1.
“As logistics partner, DHL is in charge of the complex shipping of Formula 1 vehicles and equipment,” Arjan Sissing, head of corporate brand marketing at Deutsche Post DHL Group, said.” The brand is therefore an integral component of this highly emotional sporting and entertainment experience with global reach.
“As the first official partner of the F1 eSports Series, we are very pleased to accompany Formula One on its digital journey and to actively contribute to the expansion and emotionalisation of the product range for fans.”
As part of the new agreement, DHL fan festivals will be organised in F1’s core and growth markets including the involvement with the new eSports side of the business. Additionally, DHL will continue to present the DHL Fastest Lap and DHL Fastest Pit Stop awards.
DHL first became a global partner of F1 in 2004.
