Pharrell Williams teams up with Lotus

Lotus is accustomed to marketing stunts and the streets of Monaco generally lend themselves very well to it. Thus, in 2013, the team had Daft Punk come to the paddock at the time of the release of their new album, Get Lucky.

The marketing director at the time, Stéphane Samson, explained to us: « For Daft Punk, we met for three hours and agreed for them to make their third public appearance in 20 years with us in Monaco. We didn’t even sign a contract and it was free, while they had rejected multi-million euro offers from other companies. We try to do simple things, without imposing too many strict business conditions. »

But this year, the visibility of the special partnership was even more significant as the name of the producer of *Get Lucky* appeared prominently on the radiators of Romain Grosjean’s and Pastor Maldonado’s cars. Pharrell Williams also secured a spot for his company, *i am OTHER*, which encompasses all his ventures, including his music label.

Gérard Lopez, the owner of the team, commented on the formation of this new partnership, which will be showcased through several joint creations: « Pharrell Williams is an international icon who shares the philosophy of Lotus F1 Team. It is extremely exciting for Lotus F1 Team to work with Pharrell on a number of initiatives, which will be revealed to the public in due course. »

When comparing the Twitter follower data of the two parties, one may wonder for whom the partnership is most beneficial in terms of image. Indeed, while Lotus has a base of 559,000 fans, the singer can count on more than 6 million people subscribed to his profile. This partnership will therefore allow Lotus to enhance its value even more with its other sponsors, who will benefit from this increased visibility.

But such an announcement made on the very day of the Grand Prix also overshadowed the other partnership formed for this race, with the company specializing in connected objects, Senturion…

With the participation of www.Racingbusiness.fr