Commercial partnerships and collaborations in F1 are commonplace, with most teams having “technology partners”, “performance partners”, “logistics partners and so on.
Now the Lotus F1 team has gone one step further and found an “angry partner”; Rovio, the Finnish company behind the popular Angry Birds game. It’s a tongue in cheek story, but designed to draw attention to a couple of significant milestones for both companies.
“While Lotus F1 Team will contest its 500th Grand Prix in Monaco, the No.1 digital game in the world – Angry Birds – has just reached 1 billion downloads. As a result, both brands have decided to join forces to celebrate these respective milestones,” said the Lotus statement.
Angry Birds has become the number one paid app of all time and its branding will appear on the Lotus cars at this weekend’s Monaco Grand Prix. This recalls the Williams tie-up with Sega and Sonic the Hedgehog back in 1993.
It’s interesting to note that the Enstone-based team is now talking about Lotus’s Formula 1 history, having finally aligned the Lotus road car brand with the Team Lotus F1 brand, following the settlement of the case with Tony Fernandes. This milestone refers to the team which was Benetton and Renault, rather than the Team Lotus line, but it highlights how confusing it is for this team to talk about its history.