Suwanee, Ga. – Hisense announced its sponsorship for the Lotus F1 Grand Prix races in 2014.
The China-based consumer electronics manufacturing giant will team up with Lotus F1 in Italy, the United States and Abu Dhabi Grand Prix races with the Hisense logo on the sidepod and air box of the Lotus’ E22 race car as part of a worldwide promotion, the company said.
Hisense joins the Lotus F1’s portfolio of partners for three of the most popular races in 2014. The Hisense logo will be prominently featured on the Lotus E22’s sidepod during the Italian Grand Prix at Monza from Sept. 5-7 and the United States Grand Prix at Austin, Texas from Oct. 31-Nov. 2.
Hisense’s logo will also be featured on the air box of the E22 race car during the Abu Dhabi Grand Prix from Nov. 21-Nov. 23.
Matthew Carter, Lotus F1 Team CEO stated, “We are thrilled that Hisense has chosen Lotus F1 Team in its continued global development. Originally from China, it is showing continuous strength in its expansion worldwide as a challenger brand, something which we can relate to closely as we continue to challenge on the track. Hisense has shown it recognizes the value of sports marketing on several occasions and to have the E22 identified as a key association is a true compliment.”
Dr. Lin Lan, Hisense VP, said that “as we grow our brand globally, we aim to use proven partnerships that can deliver. Formula 1, and in particular, the Lotus F1 Team, have huge potential and we look forward to working together over the coming months.”
As it expands its branded distribution, Hisense has been stepping up its global promotional activities and sponsorships.
Other recent efforts have included a partnership with the Champions League bound German football club, FC Schalke 04.
Hisense said sports marketing in particular is a very important outlet for helping improve brand awareness worldwide.
The Lotus F1 sponsorship will also support Hisense in Europe, the USA, Middle East and other global markets.