As predicted by a number of JA on F1 readers, following the news of McLaren’s business development relationship with Glaxo Smith Kline last week, today it has been announced that the team will be henceforth be sponsored by Lucozade, one of GSK’s consumer brands.
When asked whether there was a branding side to the deal last week a McLaren spokesman yes that there was but that it wasn’t what the deal was mainly about. It was about McLaren lending expertise to GSK in improving its speed and performance as a business.
Lucozade will appear on the car and the drivers’ overalls and supply drinks to the drivers and team as part of their preparation for events, such as this weekend’s marathon in Singapore. They plan to develop drinks specifically for the demands of F1 racing.
This latest deal adds to a roster of other partnerships with leading sports figures and teams, particularly British ones – in football’s Premier League; FA, Arsenal FC, Chelsea FC, Liverpool FC, running (25 events including the Virgin London Marathon), and Olympic sport (UKA, British Boxing, British Basketball, Mo Farah, Phillips Idowu, Louis Smith).