The alliance gives Airtel access to the Mercedes AMG Petronas team, rights to develop co-branded merchandise, use of a partnership logo, offer mobile content and organise exclusive driver meet-and-greet sessions for consumer promotions. Airtel will also look to leverage the prominence of the team's drivers Michael Schumacher and Nico Rosberg to strengthen its connect with F1 fans across India, Sri Lanka and Bangladesh.
Airtel branding will feature on the airbox and headrest of the F1 W03 car, and on the racesuits and helmets of Michael Schumacher and Nico Rosberg, during the 2012 Formula One Airtel Indian Grand Prix weekend.
Bharat Bambawale, global brand director, Bharti Airtel, said, “Bharti Airtel and the Mercedes AMG Petronas F1 Team are associated with traits of leadership, speed, performance and fast-paced growth, thus making this partnership a perfect match between two like-minded brands. By building on the unique motorsport heritage and strong track record of Mercedes-Benz , we will strengthen brand Airtel's youthful positioning and appeal to Formula One fans across India."
Ross Brawn, team principal, Mercedes AMG Petronas F1 Team, added, “The 2011 Airtel Indian Grand Prix was a very successful new adventure for Formula One and we are delighted to now be partnering with Bharti Airtel, who have supported the sport in India from the outset. Taking our sport to new audiences is vital for our future and we are very much looking forward to working with Bharti Airtel in the run-up to this year’s race, in order to bring our fantastic sport closer to the Indian fans.”
The second edition of the Formula One Airtel Indian Grand Prix will be held on 28 October 2012.