Red Bull and Infiniti have struck a major marketing deal which will see the companies logo’s feature predominantly on the car, drivers’ clothing and team uniforms.
The Japanese car company, a subsidiary of Renault-Nissan, hopes the sport will broaden its appeal to a wider audience, as it is a relative unknown in Europe – its primary market being America.
The Renault engines will remain under the Renault name, rather than being rebadged Infiniti, as was earlier reported.
The sponsorship deal is for the 2011 and 2012 seasons.
Red Bull Racing team principal Christian Horner commented on the deal: “Red Bull has always taken a different approach, so when the Infiniti executives outlined their innovative plan to us we were very open to working with them. Coming off the back of our 2010 drivers’ and constructors’ world championships, we feel even more excited to be starting the 2011 season with a new and committed partner like Infiniti.”
Andy Palmer, senior vice president of Infiniti, added: “Over the mid-term, Infiniti will be simultaneously expanding its global presence and broadening its product range. Given these twin ambitions, it is clear that F1 offers us an unrivalled global communications platform.”
This tie-up is the latest in a trend of car manufacturers sponsoring or funding F1 teams to raise their profile. Last year saw the re-introduction of a Mercedes works team and 2011 will see the Lotus car company, a subsidiary of Proton, return with the Renault team.
