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Chelsea Form Groundbreaking F1 Partnership

Mon 30th Apr 2012 | Marketing & PR

In a first for a football club, Chelsea have announced a groundbreaking partnership with the Sauber F1 Team, bringing together two of global sport's biggest names.

The official partnership launch will take place at the Spanish Grand Prix next week. From then, the Champions League finalists' crest will be displayed on the cars of drivers Kamui Kobayashi, of Japan, and Mexico's Sergio Perez.

Speaking of the unique partnership Chelsea chief executive, Ron Gourlay, said: “This is an innovative partnership that will see a football club link up with an F1 team like never before, bringing together two of the world's biggest sports and uniting our fans.”

At the Chinese Grand Prix earlier this month, subtle Chelsea branding 'Out of the blue' featured on Sauber F1 team cars, and 'True Blue' continued the tease at the Bahrain race, leaving fans guessing as to its meaning.

“In a year when Chelsea celebrates 20 seasons as a Premier League team, Sauber does so as an F1 team. We share many philosophies when it comes to how the respective organisations are run, from the development of young talent to constantly striving for success,” added Gourlay.

“This partnership will benefit us both greatly, with the potential to create unique commercial opportunities. It is a shared vision to unite the two most attractive sports in the world.

“We look forward to working closely with the Sauber F1 Team and wish them the very best of luck for the remainder of the Formula 1 season.'

The Premier League and Formula 1 are the most watched sports around the globe and with 20 F1 races in 2012 spread right across the world, F1 is set to reach almost half of the planet's population, ensuring Chelsea's exposure to many more than the already record worldwide numbers tuning in to watch Premier League action.

The new partnership is focused on ways to enhance sporting and business performance. This includes the exchange of knowledge in sport science, launching joint commercial initiatives, merchandising, events, marketing and linked sponsorship opportunities.

Monisha Kaltenborn, CEO of the Sauber F1 Team, added: “A partnership like this between Formula 1 and football has never existed before in this form, yet there are numerous commonalities and possible synergies.

“In either case we are talking about team sport at the highest - and international - level. The Sauber F1 Team and Chelsea FC are dealing with many of the same sporting and commercial topics and we want to strengthen each other in these areas.”

Posted by: Aaron Gourley

 

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