Tag: sponsor

Infiniti signs on as F1 global sponsor with Red Bull

Filed under: Motorsports, Marketing/Advertising

Infiniti announced today that it is signing on to be a sponsor of Red Bull’s Formula One racing team.

It is the first time that Infiniti is signing on to a global sponsorship of any kind, previously preferring regional tie-ins in sports such as tennis and sailing. But as the Japanese brand looks to expand globally, says global marketing marketing communications chief Simon Sproule, an expanding F1 series looks like a logical partner to the company.

“Infiniti has launched in Europe and is going into Russia, India and China, just as F1 has done, so it’s a good fit for us,” says Sproule.

The association with Red Bull, says Sproule, sprung from Red Bull’s use of Renault engines. Renault and Nissan are global alliance partners, with the French automaker holding a controlling stake in Nissan. CEO Carlos Ghosn is at the top of both automakers. The Renault engines may even be rebranded “Infiniti.” Red Bull, of course, won the championship title in Formula One last year. “It’s also good to be with a winner, of course,” said Sproule.

Infiniti had a good year in the U.S. last year. Sales were up 27% to crest the 103,000 level. But Nissan is looking for Infiniti to be a bigger player in luxury circles worldwide. F1 attracts a good amount of luxury car buyers worldwide, and is catching on in important markets for luxury brands like China and Russia.

Red Bull, says Sproule, has a broad appeal as the biggest energy drink brand in the world. The Austrian beverage company has associated its brand with numerous extreme sports, as well as owning the New York Red Bulls Major League Soccer team. It also has great crossover appeal between rich luxury car buyers, as well as young luxury car aspirers who don’t yet have the incomes to afford big sticker prices.

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Infiniti signs on as F1 global sponsor with Red Bull originally appeared on Autoblog on Mon, 28 Feb 2011 17:29:00 EST. Please see our terms for use of feeds.

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AMG and Ducati announce partnership, will sponsor MotoGP effort

Filed under: LA Auto Show, Motorsports, Performance, Marketing/Advertising, Mercedes-Benz, Motorcycle, Celebrities, Luxury

Nicky Hayden at AMG event at LA Auto Show

It’s a good time to jump on the Ducati MotoGP bandwagon. Sure, the Italian motorcycle manufacturer always fields a highly competitive juggernaut of a racing team, despite being a small fraction of the size of its chief rivals. But, with the recent signing of fan-favorite and nine-time World Champion Valentino Rossi, it would seem that the focus will never be more, um, focused on the bright red racers.

Plus, let’s not forget about Nicky Hayden, who carries around his own fair share of fans, particularly in the United States, which is surely a crucial market for both Ducati and Mercedes-Benz. As such, it’s not exactly shocking to hear that the German automaker, and more specifically its AMG performance division, has tossed its support and most assuredly a few bucket-loads of cash in the direction of the Bologna-based Ducati MotoGP team.

At this point, it’s too early to know how far the partnership will extend, but the automaker brought along the previously mentioned Kentucky Kid to the 2010 LA Auto Show to announce that it has entered into a marketing partnership with Ducati and will provide support along with serving as the brand’s Official Car Partner starting with the 2011 race season. As such, AMG machines will be available for test drives at selected Ducati events and vice versa.

[Source: Mercedes-Benz | Image: TwitPic]

AMG and Ducati announce partnership, will sponsor MotoGP effort originally appeared on Autoblog on Wed, 17 Nov 2010 15:50:00 EST. Please see our terms for use of feeds.

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Honda becomes Rose Bowl Parade’s first-ever title sponsor

Filed under: Marketing/Advertising, Honda

Honda

The Rose Bowl Parade has been title-sponsor free for 121 straight years, bucking the trend that’s taken hold over the past couple decades. Well, that’s over. Honda has apparently backed up the truck for naming rights. This year, get ready for the 122nd Rose Parade Presented by Honda. While Honda is the event’s first title sponsor, the automaker and the famous parade have been linked through advertising for the past 50 years.

Nobody is talking at this point about how much Honda paid for the honor, but we’re fairly certain the bags of cash were heavy and plentiful. The biggest question now concerns the products Honda will choose to showcase during the parade. One option that comes to mind is a nationally-televised start to the 2012 Civic campaign. We have no idea whether Honda will be ready to tout the new Civic by next January, but it would make sense to take advantage of the national stage to do so.

[Source: USA Today]

Honda becomes Rose Bowl Parade’s first-ever title sponsor originally appeared on Autoblog on Sun, 03 Oct 2010 11:38:00 EST. Please see our terms for use of feeds.

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