Welcome to F1Minute - Sauber commence Chelsea Football Club partnership.
The Sauber team have announced a new link-up with Premier League football club Chelsea FC. The partnership had been teased at the last two races with slogans such as “True Blue” and “Out of the Blue” adorning the cars, but now the deal is out in the open.
The advertising will work both ways, with Sauber running the Chelsea logo on the car’s livery, and Chelsea advertising the Sauber team at home matches.
CEO at Sauber, Monisha Kaltenborn spoke of the deal, saying: “A partnership like this between F1 and football has never existed before in this form, yet there are numerous commonalities... In either case we are talking about team sport at the highest, and international, level... dealing with many of the same sporting and commercial topics.”
Although it is an innovative deal in Formula One terms, the link with football echoes the Superleague Formula - a motorsport series that began with each team representing a football club. The tie up didn’t take off and the Formula is currently on hold.
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References Monisha Kaltenborn
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