11/04/2013
NEWS STORY
McLaren has secured a "marketing partnership" with Gillette that gets underway at this weekend's Chinese Grand Prix.
In a statement issued this morning, the Woking team, which will lose Vodafone as its title sponsor at the end of the year, revealed the "innovative and dynamic" deal with the "world's leading men's shaving and lifestyle brand".
"As one of the most successful teams in Formula 1, McLaren has a long history of attracting and partnering with the world's top brands," said team boss Martin Whitmarsh. "Indeed, the on-going relationship we enjoy with so many of our partners is not only a testament to the incredible return on investment we are able to deliver for them, but also to the shared values and loyalties that we've built together over many successful years.
"For McLaren to initiate a new partnership with a major multi-national blue-chip brand like Gillette is a terrific opportunity for global promotional activity," he added. "Indeed, we are already planning to implement a number of innovative activation strategies across key territories throughout the year.
"Formula 1 has already seen several large multi-national corporations come on-board this year, so this partnership once again underlines the inherent and on-going opportunity and value of entering one of the most popular and watched sports in the world - and with one of grand prix racing's best established and most consistently competitive teams."
"This new partnership between McLaren and Gillette in Asia is a great match," added Max Menozzi, General Manager ShaveCare Asia, Procter & Gamble, "both are world-class brands and both share a passion for winning performance and superior engineering. Together we will now collaborate during the Formula 1 season, and beyond, on a series of exciting initiatives targeted at men across Asia, such as innovative in-store activation, limited-edition razors and a number of other special offers."
According to the statement: "The partnership will reinforce both brands' quest for the most superior technology, design and performance in their respective fields. Activation throughout 2013 will include dedicated television spots, an innovative digital campaign and in-store events throughout Asia to highlight and promote the partnership."
Due to its involvement with Bruno Senna, Gillette branding was last seen on the Williams cars in 2012.