McLaren Racing today announced a partnership extension with Coca-Cola, which will see the beverage brand continue as the Official Soft Drinks Partner of the McLaren Formula 1 team.
Since McLaren and Coca-Cola first partnered in 2018, a range of commercial activations have engaged consumers globally through the McLaren Formula 1 team. Following the success of the ‘Coke Driven to Deliver’ campaign, in collaboration with Coke customer Amazon in 2020, the brands will continue to work together on new campaigns with the new McLaren F1 driver line-up of Lando Norris and Daniel Ricciardo.
As part of the partnership, Coca-Cola will maintain branding on the cockpit side of the McLaren MCL35M Formula 1 race cars and on the beverage bottles of Lando and Daniel.
McLaren chief commercial officer Mark Waller said: “Coca-Cola is an iconic brand and one of the biggest consumer brands in the world. We introduced Coca-Cola to Formula 1 three seasons ago since then, our collaboration has created innovative campaigns and activations with fans around the world at their centre. We are delighted to extend our partnership in 2021 and continue to support Coca-Cola and its commercial partners in reaching consumers through McLaren and Formula 1.”
Coca-Coal Global VP Matthew Tarallo added: “We are excited to be extending our partnership with McLaren into the 2021 season. Since 2018, we’ve executed incredibly impactful global activations, leveraging Amazon’s total ecosystem, and providing direct engagement and exclusive offerings to our consumers around the world. I’m looking forward to continuing this powerful partnership to drive joint value and growth into 2021.”