McLaren-Honda today announced the extension of its corporate partnership with leading global hospitality company Hilton Worldwide by an additional year until the end of 2019. The renewal coincides with the 10th anniversary of the partnership, which began in the autumn of 2005, and will be marked by ‘Hilton.com – book direct’ sidepod branding on the McLaren-Honda MP4-30s at two strategically key races – the US Grand Prix, in Austin, Texas, starting this weekend, and the Mexican Grand Prix, which returns to the F1 calendar after a 23-year absence, in Mexico City.
Speaking about the new deal, Aligi Gardenghi, vice-president marketing, Europe, Middle East & Africa, Hilton Worldwide, said, “We are delighted to be extending our partnership with McLaren-Honda, providing the team with a home from home at the majority of race locations they travel to across our 4,440 hotels worldwide.
“It is through key partnerships like this that we continue to be able to offer our Hilton HHonors members exciting, authentic, and once-in-a-lifetime experiences which they can use their points to redeem through our Hilton HHonors auction site.”
McLaren Technology Group Chairman and CEO, Ron Dennis, added, “It’s extremely satisfying to see a global player such as Hilton underline its confidence and commitment to the McLaren brand by signing a renewal through until the end of 2019. That really emphasises the importance we place on nurturing and building long-term relationships with like-minded corporate partners.
“This is an exciting period of growth for the racing organisation, and this announcement clearly demonstrates the enduring appeal and longevity of McLaren. It is one of the sports world’s most enduring and iconic brands.”
OPINION: Hilton extending it’s partnership with Mclaren-Honda serves to underline the faith placed upon the relationship to deliver brand exposure which will only be achieved through improved performance. This announcement coupled with the recently confirmed Chandon partnership for 2016 demonstrate the underlying credibility of the Mclaren brand.
Increased branding in countries of particular relevance to corporate partners is rapidly becoming the norm with across all teams, perhaps it is time for FOM and the FIA to review sporting regulations around freedoms in livery change during the season.