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Posted on July 23, 2010
Red Bull Racing strengthens commercial clout | James Allen on F1 – The official James Allen website on F1

Red Bull Racing has added LG Electronics to its roster of commercial partners as it consolidates its position as one of the top teams in F1.

Horner with LG's Dermot Boden

The team, which was bankrolled for many years by Red Bull alone and was criticised by some for not being able to attract sponsors like the grandee teams McLaren and Ferrari, has shown recently that it can compete with them commercially as well as on the race track. In addition to LG it has Casio, Pepe Jeans, forex trading company FXDD and Rauch and team principal Christian Horner told me this morning that there are more to come.

Notwithstanding the battles between the drivers and the problems of managing them, Red Bull Racing is seen as a young, challenging team which has appeal to younger audiences, a group F1 has struggled to engage with for many years.

Announcing the deal Horner said: “LG Electronics is an extremely innovative company which aligns well with the creative innovation demonstrated within Red Bull Racing. This partnership shows Red Bull’s appeal to like-minded partners and signifies the progress the team has made in the short space of time to attract premium brands like LG.”

LG, a partner of the JA on F1 website, is in the second year of a five year sponsorship deal with FOM as a technology partner. It has carried out tests on filming in High Definition TV and at the recent Canadian GP filming in 3D. This year it has formed partnerships with Virgin Racing, Lotus and Cosworth, mostly supply deals.

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Red Bull Racing strengthens commercial clout
10 Responses

  1.   1. Posted By: Alex N.
        Date: July 23rd, 2010 @ 5:49 pm 

    Hi James, not sure it’s worthwhile mentioning but i think that Rauch (although one of the largest manufacturers of juices in Europe) is a company owned by the Red Bull Hodling, so i guess not a separate entity as a sponsor, but more like displaying the other brands of the mother company


    Ed Reply:

    That’s quite a common trend these days. Renault does it with Lada and DIAC, and Mallya does that a lot as well. If you take off all of his companies*, the FI car is pretty empty

    *Kingfisher, Royal Challenge, Signature, Whyte & Mackay, UB Group


  2.   2. Posted By: HowardHughes
        Date: July 23rd, 2010 @ 7:36 pm 

    Lucky Goldstar. One of my favourites Chaebols…


  3.   3. Posted By: Paul Smart
        Date: July 23rd, 2010 @ 10:06 pm 

    Will F1 be available in HD next season then?


    Wally Reply:


    (By the way I enjoyed todays 18th stage of the `Tour De France` on eurosport , fantastic pictures from helicopters and camermen sitting on the back of motorbikes, and guess what , in crystal clear HIGH DEFINITION , simply spectacular.)


    James Allen Reply:

    It’s been a good event. Some fantastic duels between Schleck and Alonso’s mate Contador. He doesn’t give much away does he?


  4.   4. Posted By: WAYNE BROOKES
        Date: July 23rd, 2010 @ 10:25 pm 

    I used to work for LG Electronics (before they laid me off) and i think the partnership is perfect….. LG suits red bull

    (L)ucky if it (G)o’s


  5.   5. Posted By: ColinZeal
        Date: July 24th, 2010 @ 2:59 am 

    Lifes Good for Red Bull then?

    LG only sponser the best in F1 eh James? ;)


  6.   6. Posted By: Luke Potter
        Date: July 24th, 2010 @ 8:11 am 

    Do you have any more information on the state of the Korean GP track, James? Autosport have just published another story saying that doubts have resurfaced but that Charlie Whiting was satisfied when he visited. If I recall, he was also satisfied that USF1 would be OK so I’m taking that with a pinch of salt.


  7.   7. Posted By: monktonnik
        Date: July 24th, 2010 @ 9:46 am 

    Good for them!

    LG are actually one of my preffered electronics brands, particularly when it comes to visual stuff. In fact I am reading this site on an LG monitor!


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