Coca-Cola and McLaren Racing have inked a sponsorship deal for the remainder of the 2018 Formula 1 season -- marking the first time the flagship brand will be carried on a Formula 1 car.
Coca-Cola and sibling brands Dasani and SmartWater will be represented on the two McLaren race cars, as well as on the racing overalls of the team’s drivers, Fernando Alonso and Stoffel Vandoorne, and McLaren test driver Lando Norris.
Another Coca-Cola Company brand, Burn -- an energy drink that’s sold throughout Europe, Asia, Africa and Latin America -- did have a multi-year Formula 1 sponsorship deal with Lotus that began in 2013.
If the new McLaren sponsorship is deemed a success, it may be extended, according to MotorSport.com.
The Coca-Cola and McLaren companies are both “innovators,” and both “are looking to further connect with youth,” noted Ricardo Fort, vice president, sports partnerships, Coca-Cola.