Smirnoff and Sahara Force India Formula One Team partnership

Smirnoff and Sahara Force India Formula One Team have announced their new partnership. The fan-centric alliance is aimed to help F1 fans get closer to drivers, and nearer to top quality race action giving Smirnoff a high-profile, truly global platform. Responsible drinking lies at the heart of the partnership. As an official partner to Sahara Force India Formula One Team, Smirnoff will deliver a powerful anti-drink drive message.

Smirnoff and Sahara Force India Formula One TeamVijay Mallya, Team Principal and Managing Director of Sahara Force India said, “It’s fantastic to see Smirnoff join the world of Formula One. It’s an iconic, global brand and we welcome them to the Sahara Force India family. As a team we’ve always mixed the highest professionalism on the track with great celebrations away from it and our partnership with Smirnoff reinforces these values. As we continue to make progress on the track, Smirnoff is the ideal brand to help celebrate these moments and open up the sport to new fans.”

Matt Bruhn, Smirnoff Global Brand Director, added, “We love Sahara Force India’s story, as well as its ability to help us communicate about responsibility and top quality performance. This team is shaking up how we perceive racing and giving the establishment a real run for its money. We are thrilled to help them bring fans closer to the action and have lots of fun with this energetic, exciting team along the way.”

Smirnoff branding will be featured on the VJM07s of Sahara Force India drivers from next weekend’s Spanish Grand Prix in Barcelona. Logos will appear on the rear wing and top of the chassis, with branding on the sidepods at key races. Drivers’ suits, helmets and team clothing will also carry the famous Smirnoff eyebrow logo.

Sahara Force India will launch a new merchandise range at the Spanish Grand Prix. The team is working with Smirnoff to find members of the public to model the team’s new look from 7th of May through the team’s website.