Currently third in the Constructors' Championship, Force India has signed another sponsorship deal, this time with vodka giant Smirnoff.
According to the Indian team, whose cars already sport more booze labels than a hotel mini-bar: "The partnership brings together two brands with a shared ethos to open up access to one of the world's most elite sports for everyone. The fan-centric alliance will be focussed on helping lovers of the sport get closer to drivers, nearer to top quality race action and further away from exclusivity.
Responsible drinking will lie at the heart of the partnership. Smirnoff will use its position as an official partner of the Sahara Force India Formula One Team to deliver a powerful anti-drink drive message."
"It's fantastic to see Smirnoff join the world of Formula One," said Vijay Mallya. "It's an iconic, global brand and we welcome them to the Sahara Force India family. As a team we've always mixed the highest professionalism on the track with great celebrations away from it and our partnership with Smirnoff reinforces these values. As we continue to make progress on the track, Smirnoff is the ideal brand to help celebrate these moments and open up the sport to new fans."
"We love Sahara Force India's story, as well as its ability to help us communicate about responsibility and top quality performance," added Matt Bruhn, Smirnoff Global Brand Director. "This team is shaking up how we perceive racing and giving the establishment a real run for its money. We are thrilled to help them bring fans closer to the action and have lots of fun with this energetic, exciting team along the way."
The partnership will see Smirnoff branding featured on the VJM07s of Sahara Force India drivers from next weekend's Spanish Grand Prix. The logos will appear on the rear wing and top of the chassis, with branding on the sidepods at key races. Drivers' suits, helmets and team clothing will also carry the famous Smirnoff eyebrow logo.