Tag Archives: Hype

Formula One: Premium partners flock to Force India

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Judging by additional branding adorning the VJM10 and partnership announcements in the off season,  plaudits surrounding Sahara Force India’s forth place finish in the 2016 Formula One Constructors Championship have extended far beyond the commentators and fans.

With an increasing number of leading teams in Formula One struggling to secure new partners Force India are bucking the trend. The teams ability to attract new partners can be attributed in part to their success on track, but perhaps of more relevance, the way in which the success has been achieved. It is a well known fact the Force India operate on a significantly lower budget than the majority of other teams on the grid. Rather than complaining about a lack of finances, the team focus there efforts on maximising what they do have. The ratio of investment to performance gain and as a consequence exposure gain is far higher with Force India than with any other team on the grid. No doubt the marketing team of the Silverstone based team use this information as a key factor in presenting to new partners. The approach is paying off!

Diageo, have upgraded their relationship with Force India, increasing branding space and influence on the 2017 livery and shifting the brand they are seeking to promote through the partnership from mass market offering Smirnoff, to premium brand Johnnie Walker.

Innovative premium watch brand Felio Siby have extended their partnership with Force India for a second year, with promises of unique brand activation events through the season.

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Hype Energy Drink have expanded their partnership within the sport for the third season in succession. With increased branding on the VJM1o in premium exposure positions.

New clothing partner Farah have joined the team, supplying a unique range of travel wear and fan range to be launched later in the season.

Eye Respect – LDNR eyewear join Force India as the official sunglasses / eyewear partner for the team, taking brand positioning on the wing mirrors of the VJM10

Forex Trading partner FXTM also join the team with branding on the rear sidepod of the car. As forex trading moves into the mainstream Force India have done well to secure a leader in the sector.

With online gambling partner W88.com and digital technology partner Orangebus also joining the team, the Force India marketing team should be more than satisfied with an impressive winter work rate!

Another interesting component of the partnerships Force India have established ahead of the 2017 season is the amount of deals which are customer facing. Increasingly partnerships within Formula One are focused on business to business relationship building or hosting high net worth individuals. Force India are establishing partnerships which incorporate a consumer facing offering. They are achieving this whilst also introducing partners with aspirational product offerings.

Formula One: Perez “The racing is never boring in Bahrain”

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Sergio Perez, Nico Hulkenberg and Vijay Mallya preview the Bahrain Grand Prix:

Sergio on Bahrain
Sergio Perez is determined to shine again under the lights in Bahrain.
 
Sergio: “Australia didn’t bring the result I was hoping for so I am targeting a better outcome from Bahrain. Getting a bad start really compromised my race last time out because I got stuck in the middle of cars on different strategies and I couldn’t recover. However, it’s a long season and I have an opportunity to get back in the points in Bahrain.
 
“The racing is never boring in Bahrain so fans should enjoy some good entertainment. There are long straights and sharp braking zones so it’s great for overtaking, but the big tractions zones make this a tough track for the rear tyres. I think tyre degradation will be a key factor in the outcome of this race. The track evolves a lot as the race goes on, as the cars sweep away all the sand and dust that the wind has blown onto the track.
 
“I have some very good memories from Bahrain – the race in 2014 was just fantastic when I celebrated my first podium with the team. I am confident we can be strong again this year and get back all the points I missed in Australia. Even in Melbourne, there were lots of positives we can build on, such as our strong qualifying speed and race pace. The team is doing a great job back at the factory and we should have some interesting new bits on the car, too, so I am feeling confident.”
Nico on Bahrain
Nico Hulkenberg hopes to build on solid start to the season with more points in Bahrain.
 
Nico: “We’ve started the season in the right way by getting some points on the board, even though we had the potential to come away from Australia with many more. The red flag came out at the worst possible moment for our strategy and that cost us some positions, but we still managed to fight back and come away with an important seventh place: I am happy with that.
 
“Next up is Bahrain, which is a special place. As a circuit, it’s very different to Melbourne: it’s not bumpy at all; it’s very smooth and it’s full of slow corners. There are a several overtaking spots and the whole track, with long straights and big braking zones, makes for some great wheel-to-wheel racing. It’s a track that rewards attacking, so hopefully we will see lots of action in the race. And of course, it’s a night race so the atmosphere of the whole event is very different!
 
“One of my favourite things about Bahrain is the paddock. It looks like it’s straight out of ‘One Thousand and One Nights’, with the lights and buildings all adding to the atmosphere. It’s one of my favourite events of the season. We will arrive there in a good place and we have the potential to get another strong result.”
Vijay Mallya, Team Principal
Vijay Mallya expects another strong performance in Bahrain this weekend.
 
Vijay, did the team’s performance in Melbourne live up to expectations?
“After a race like Melbourne you always come away wondering what might have happened without the red flag, but I think we left Australia with our fair share of points. We had a mix of good and bad fortune, but I think that’s true for quite a few teams. Ahead of the season I said the team’s goal was to qualify and race in the top ten at every race, and we certainly achieved that in Melbourne.”
 
Were there any surprises?
“I think that the winter tests had already given us a good indication of what to expect. What is clear is that the grid is more competitive and closer together than it has ever been in the recent past. There are four or five teams who are all performing at a similar level, which made for a tight squabble in qualifying and the race. That can only be good for the fans; it’s what the sport needs and I think Melbourne showed that it’s the middle of the grid where most of the entertainment is being generated in terms of wheel-to-wheel racing.”
 
What can we expect from Bahrain?
“On paper Bahrain should be a strong track for us so I’m optimistic we can deliver a similar level of performance to that which we showed in Melbourne. We will have some new aerodynamic developments, which will add some performance to the front of the car, so we will work hard to optimise those during the weekend.”
 

Formula One: Hype Energy continue with Sahara Force India

Motor Racing - Formula One World Championship - Abu Dhabi Grand Prix - Race Day - Abu Dhabi, UAE
Sergio Perez (MEX) Sahara Force India F1 VJM08. Abu Dhabi Grand Prix, Sunday 29th November 2015. Yas Marina Circuit, Abu Dhabi, UAE.
Sahara Force India will continue its partnership with Hype Energy drinks for the 2016 season. Hype branding will be located on the cockpit of the VJM09, the inside of the rear wing end plate, as well as on the drivers’ suits.
 
The extended partnership allows Hype Energy to build on its strong heritage in motorsport, which dates back to the 1995 season when the Hype logo first appeared in Formula One. Since then the brand has matured to become one of the best tasting premium and lifestyle energy drinks on the market.
 
Fans of the sport can look forward to a busy activation programme from Hype ranging from social media competitions to consumer events, including the expansion of the #MFPClub at key races on the 2016 calendar.
 
Vijay Mallya, Team Principal and Managing Director: “Hype Energy is one of those exciting brands that fits perfectly with Formula One. We enjoy working with them and it’s great to see the brand going from strength to strength with the introduction of new products. With their support last year we enjoyed our best ever season, so I’m delighted that we have expanded the partnership for 2016 and look forward to further shared success.”
 
Bertrand Gachot, CEO of Hype Energy Drinks: “We’re extremely pleased and excited to continue our partnership with Sahara Force India. Last year, thanks to the great successes of the team, the Hype brand enjoyed huge growth and strengthened its global position in the functional drinks category. I enjoy working with this team and from a personal perspective it’s a natural choice: I was involved with the team since its creation in 1990 and raced for them in 1991. Now as a sponsor, I’m proud to still work with some of the same people as I did as a racing driver. I have immense faith in them. I would also like to thank Vijay for making this possible and Otmar for his great strategic work.”
 
About Hype Energy drinks
Hype Energy is a functional drinks brand that was first launched in 1994 by Hard Rock Cafe founder, Barry Cox. The current CEO, former international Sportsman, Formula One racing driver and 24 Hours of Le Mans winner, Mr. Bertrand Gachot, has been involved with the brand since 1997. The Hype Energy range includes Hype Energy MFP, MFP Sugar Free, UP, Enlite, MOJITO, AfterDark and 60mL Shot. Hype Energy drinks are currently available in over 45 countries, with trademarks registered in more than 145 countries. The company head offices are located in Dubai, with branches in Europe and the USA.

 

Formula One: Sergio Shines under the Yas Marina lights

Motor Racing - Formula One World Championship - Abu Dhabi Grand Prix - Qualifying Day - Abu Dhabi, UAE
Sergio Perez (MEX) Sahara Force India F1 VJM08. Abu Dhabi Grand Prix, Saturday 28th November 2015. Yas Marina Circuit, Abu Dhabi, UAE.
Sahara Force India shone under the lights of Yas Marina as Sergio Perez qualified in a season-best fourth place ahead of teammate Nico Hulkenberg in seventh for tomorrow’s Abu Dhabi Grand Prix.
P4        Sergio Perez              VJM08-02
Q1: 1:41.983                 Q2: 1:41.560                 Q3: 1:41.184
Sergio: “Fourth place on the grid is a great result for us and I’m very pleased with our strong performance all the way through qualifying. We’ve made some good decisions this weekend with the changes we have made to the car and it’s taken us in a very positive direction. I think the analysis we carried out after the weekend in Sao Paulo has really paid off and we’ve learned a huge amount. All of my laps this evening were very clean and tidy, and we managed to get the maximum from the car. The challenge tomorrow will be keeping some very quick cars behind me, but I also think we have a good chance to make up some positions at the start. I have the confidence in the car to really push and there is definitely the potential to come away with a great result this weekend. In many ways it’s a shame that tomorrow is the final race of the season because the car is working very well at the moment and I’m enjoying the racing so much.”
P7        Nico Hülkenberg       VJM08-03
Q1: 1:41.996                 Q2: 1:41.925                 Q3: 1:41.686
Nico: “It was a good qualifying session for the team, although I feel I could have been higher up the grid. I was pretty happy with my laps, especially the one in Q3, so to find myself in seventh actually feels a little bit disappointing. We need to look at the data and figure out where we lost time and what we can do to recover it. Looking ahead to the race, we’ve been working hard to improve our race pace and hopefully the changes we have made will pay off tomorrow. The car is quick on the straights and the balance has felt good from the start of the weekend. Starting from the fourth row, we have every opportunity to score a good result tomorrow.”
Otmar Szafnauer, Chief Operating Officer:
“We’ve looked competitive in every session leading up to qualifying, so I think tonight’s strong showing is a fair reflection of our performance level at this circuit. Both Checo and Nico did a great job this evening with clean laps in all the sessions to secure fourth and seventh on the grid. It gives us a good opportunity to end the season with an equally strong race result, especially as we can race relatively free from pressure having already secured fifth place in the championship. The big question tomorrow is how our race pace will compare to our competitors because we saw on Friday that there are very small margins between all the teams. Whatever happens we will fight hard to sign off 2015 with a good helping of points.”