Lotus F1 Revs Up for Italian GP with Emaar Properties

With the 2013 F1 Italian Grand Prix this weekend, Lotus have announced a new two-year sponsorship deal with Emaar Properties.

The agreement with the Dubai-based residential and commercial property investment company is for two years and will see Emaar enjoy a presence on the team’s E21 car, in addition to a range of other Lotus F1 Team ‘marketing collateral’. Emaar logos will appear on the E21 for the first time on Friday, when practice commences at Monza.

The deal follows on from recent new partnerships with brands such as Microsoft, Unilever [Clear and Rexona] and The Coca-Cola Company [burn].

“We are delighted to begin this new relationship with Emaar Properties; particularly as the UAE has been a fruitful location for us on track with Kimi Raikkonen winning the 2012 Abu Dhabi Grand Prix,” said team principal, Eric Boullier.

“That victory truly confirmed that Lotus F1 Team as one of the foremost outfits in F1 and we have continued our strong performances this season. With this new partnership with the developer of such iconic projects as Burj Khalifa and The Dubai Mall, we are looking forward to some home support as we race in the UAE once again this year. We are also very excited to see how this partnership will further enhance Lotus F1 Team’s brand value.”

Mohamed Alabbar, chairman of Emaar Properties, added: “F1 brings man, mind and machine together in one exciting journey to perfection. The minute attention to details, the passion and commitment, and the determination of every participant to push the boundaries are values that have also set Emaar apart, as we challenged accepted norms to develop world-class projects such as Burj Khalifa and The Dubai Mall.

“Our partnership with Lotus F1 Team, a remarkable team with impeccable credentials in the racing circuit, is therefore a perfect fit to our own values. As they race at the F1 Championship circuits across the world, we are truly honoured to extend our support to the Lotus F1 Team, while also engaging with our international clientele and further defining the global identity of our brand.”

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