After running ‘Out of the Blue’ and ‘True Blue’ on their engine cover for the previous two races, Sauber today finally announced a 3-4 year partnership with Chelsea Football Club.
The relationship will benefit both parties. Chelsea FC will have their logo on the car from the next race in Barcelona. The aim is to reach out to the larger markets in Asia and America that many teams in the English Premier League are attempting to do. Formula One does generate much higher global TV audience than the Barclays Premier League and so it is hoped that it will spread Chelsea’s name and brand further around the world. From a sporting point of view the deal will benefit both teams in regard to the sharing of knowledge in Sports Science and Sports Performance.
Another aspect of the new partnership is business performance. This includes launching joint commercial initiatives, merchandising, events…
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