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Red Bull Racing strengthens commercial clout

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Red Bull Racing strengthens commercial clout
Jul 23, 2010, 4:40 PM

Red Bull Racing has added LG Electronics to its roster of commercial partners as it consolidates its position as one of the top teams in F1.

Red Bull Racing has added LG Electronics to its roster of commercial partners as it consolidates its position as one of the top teams in F1.

The team, which was bankrolled for many years by Red Bull alone and was criticised by some for not being able to attract sponsors like the grandee teams McLaren and Ferrari, has shown recently that it can compete with them commercially as well as on the race track. In addition to LG it has Casio, Pepe Jeans, forex trading company FXDD and Rauch and team principal Christian Horner told me this morning that there are more to come.

Notwithstanding the battles between the drivers and the problems of managing them, Red Bull Racing is seen as a young, challenging team which has appeal to younger audiences, a group F1 has struggled to engage with for many years.

Announcing the deal Horner said: “LG Electronics is an extremely innovative company which aligns well with the creative innovation demonstrated within Red Bull Racing. This partnership shows Red Bull’s appeal to like-minded partners and signifies the progress the team has made in the short space of time to attract premium brands like LG.”

LG, a partner of the JA on F1 website, is in the second year of a five year sponsorship deal with FOM as a technology partner. It has carried out tests on filming in High Definition TV and at the recent Canadian GP filming in 3D. This year it has formed partnerships with Virgin Racing, Lotus and Cosworth, mostly supply deals.

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