A week after celebrating its third consecutive Constructors’ Championship, Red Bull Racing has today announced that its partner Infiniti is to become the title sponsor in 2013.
With the global economy still not recovered from the financial crisis of the late 2000s, there are only four title sponsors currently among the 12 teams on the grid. This is quite a change from ten years ago.
This latest move is significant as it means that less of the total budget, one of the highest in F1, is paid by the parent drinks company. It also shows that other brands can benefit from association with the team, even though the Red Bull brand appears so dominant.
The relationship with Nissan’s premium car brand is also interesting as it provides Red Bull not only with cash, but also with technical resources.
One of Red Bull’s objections to the cost restriction plans the other teams want to bring into force is that they think it is impossible for the FIA to police what value of resources teams like Mercedes get from the main car company.
Red Bull’s chief technical officer Adrian Newey welcomed the opportunity to work more closely with Infiniti, particularly with the new generation 2014 hybrid engined cars in prospect,
“Having a committed technical partner like Infiniti gives us a great platform for working together on technical projects, such as the Energy Recovery Systems for the 2014 season,’” he said.
Team boss Christian Horner added: “Red Bull Racing and Infiniti have been working on a number of initiatives since the start of our relationship in March 2011. During that time, Infiniti has demonstrated significant technical prowess and I’ve been impressed by the depth of the wider engineering capabilities of the Nissan Motor Company.
“In terms of marketing, Infiniti has leveraged their involvement with Red Bull Racing and Formula One very effectively and has become well known in a short space of time. These two attributes are what makes Infiniti the ideal title and technical partner for Red Bull Racing.”
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