Coca-Cola to enter Formula One with energy drink to rival Red Bull

Coca-Cola Burn energy drink advertisement 22.11.2012
Coca-Cola Burn energy drink advertisement 22.11.2012

Lotus has ended a long period of speculation by announcing that Coca-Cola is entering formula one as a sponsor.

It had been rumoured that McLaren could secure the deal, but in fact Lotus said Coca-Cola, the iconic soft drinks brand, will place the logo of its Swedish energy drink Burn on its 2013 car.

Like reigning world champion Red Bull's market-leading drink, Burn is a high sugar, high caffeine energy drink involved in extreme sports marketing including snowboarding, skiing and skateboarding.

"We are proud that The Coca-Cola Company has chosen Lotus as the best vehicle to represent the Burn brand in its most high profile partnership," said team boss Eric Boullier.

More details in press release below

Published Nov 22nd, 2012 5:01pm
Posted in:


Sponsorship pairs the most innovative team in F1 with the creative energy of the burn brand.

The Coca-Cola Company will return to Formula 1 in January 2013 through its global energy brand “burn” in a multi-year sponsorship of Lotus F1 Team. Details of the sponsorship will be revealed in 2013 when the partnership officially launches.

Emmanuel Seuge, Group Director, Worldwide Sports & Entertainment Marketing, The Coca-Cola Company : “The creativity of teams and the passion for speed and energy that fuel the sport of Formula 1, make a partnership with this iconic sporting property a compelling proposition for the burn brand. Lotus F1 Team, as the number one emerging challenger in the sport, has demonstrated exceptional creativity in their approach to Formula 1 racing and their collaborations with partners - an approach that mirrors the philosophy of burn. We will bring that same creativity through burn, incorporating art and music in a way that will break the conventions of traditional Formula 1 sponsorship marketing.”

Burn is available in more than 80 countries throughout Europe, Asia, Africa and Latin America.

Eric Boullier, Team Principal, Lotus F1 Team : “We are proud that The Coca-Cola Company has chosen Lotus F1 Team as the best vehicle to represent the burn brand in its most high profile partnership. We are excited to partner with burn to build a new and innovative model for sponsorships that will combine experiences, content creation and social media ; an area in which our team has been at the cutting edge in Formula 1 for the past 18 months, recording the highest growth rate amongst fans this year."

About The Coca-Cola Company 
The Coca-Cola Company (NYSE : KO) is the world’s largest beverage company, refreshing consumers with more than 500 sparkling and still brands. Led by Coca-Cola, the world’s most valuable brand, our Company’s portfolio features 15 billion-dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle. Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink coffees, and juices and juice drinks. Through the world’s largest beverage distribution system, consumers in more than 200 countries enjoy our beverages at a rate of 1.8 billion servings a day. With an enduring commitment to building sustainable communities, our Company is focused on initiatives that reduce our environmental footprint, support active, healthy living, create a safe, inclusive work environment for our associates, and enhance the economic development of the communities where we operate. Together with our bottling partners, we rank among the world’s top 10 private employers with more than 700,000 system associates. 

About Burn 
Burn is a category leader in the global energy drink explosion. The red formula is a symbol of active fire, that provides Guetta & Guetta and other drinkers the energy needed to leave their original vision on the world. Dismantling category norms, consumers embody a live-out-loud mentality, without fear of boundaries created by society. Burn is a brand of The Coca-Cola Company. Burn is available in over 80 countries worldwide.

Add comment

subscribe to comments
comment rules Add comment

Comments (9)

Cohiba-lover06 Cohiba-lover06
In the late `90 the sponsors were big financial institutes/banks. Today its energy drinks. Things sure have changed.
Nov 25th, 2012 4:31am
0 0
norther norther
is that dude pissing into the fire?
Nov 24th, 2012 2:31pm
0 0
AlinCare AlinCare
so kimi will pit for wc?
Nov 23rd, 2012 9:32pm
0 0
FabianMatela FabianMatela
They should to choose Ferrari:D
Nov 23rd, 2012 3:40pm
0 0
peterjames7 peterjames7
Ha I can see this burn being as successful as tab and new coke! Wat a terrible name Probably mcclaren that didnt want to be associated with a failure.
Nov 23rd, 2012 11:43am
0 0
Mikeado Mikeado
Perhaps inspired by Nick Heidfeld's car at Hungary last year?
Nov 22nd, 2012 7:52pm
3 0
Madness Madness
I'd say they can't wait to BURN some rubber!
Nov 22nd, 2012 6:49pm
0 0
fgb8387 fgb8387
the ice man, will be on fire!
Nov 22nd, 2012 6:05pm
2 0
Valak Valak
I'm sure Kimi had a lot to do with Coca-Cola chosing Lotus. I can't wait to see the future livery of their car. Go Kimi !
Nov 22nd, 2012 5:06pm
1 0