Sahara Force India joins the fight against breast cancer
Since the start of the season, Sahara Force India's single-seaters have been covered in pink, to highlight its sponsor BWT. As this color is traditionally associated with the fight against breast cancer, the link between the two was a natural one. And now it's done!
After the sad gray and black of recent years, Sahara Force India has radically changed its visual identity since Melbourne and the announcement of a multi-year contract with the Austrian brand BWT. The team’s cars are now affectionately nicknamed: the Pink Panthers.
If this change of identity had obvious repercussions in terms of media coverage, it also allows it to be associated with other, less mercantilist causes. Thus, it was announced in Monaco that the team would now support the fight against breast cancer, for which pink is precisely the rallying color.
This new partnership was officially announced in the Principality’s pitlane during a ceremony, bringing together the team’s drivers, Sergio Pérez and Esteban Ocon, with British presenter Lee McKenzie, the association’s patron. The famous pink ribbon will thus be visible on the cars throughout the Monaco weekend as well as in Montreal, Silverstone, Austin, and Mexico.
This ribbon will be located at the spot used in Barcelona to display the drivers’ numbers, which led to the team receiving a $25,000 fine on the grounds that it was not visible from all television angles…
However, this agreement is nevertheless a very fine showcase for the association, which is seeking to significantly increase its visibility and support for patients, as explained by Andy Harris, the Director of Fundraising and Marketing at Breast Cancer Care: « Force India is committed to working with Breast Cancer Care to help us achieve our goal of doubling the number of men and women we support by 2020. »
Teaming up: @ForceIndiaF1 and @BCCare launch their partnership at the #MonacoGP #F1 pic.twitter.com/yExkY4djST
— Formula 1 (@F1) 24 mai 2017
From our special correspondent in Monaco
