Kaufland returns to Red Bull at the Nürburgring
The German hypermarket chain Kaufland has decided to appear alongside Red Bull during the German Grand Prix.
In 2011, the German company made its first association with the Anglo-Austrian team when the Formula One Circus set its bags down on the famous Green Hell. This was part of its communication strategy aimed at rebranding all Handelshof signs under its main brand.
Two years later, with the return of F1 to the Ring, the company’s executives decided to display their logo again on the nose of Sebastian Vettel and Mark Webber’s single-seater. The logo is also present on the top of the shoulders of their suits.
Red Bull is accustomed to this kind of one-off partnerships, particularly with supermarket chains. For example, 7-Eleven has been a partner for many years for the Singapore Grand Prix only. Nevertheless, it is clear that this agreement is not essential in the team’s strategy, nor in the company’s strategy, as none of the leaders from both parties are mentioned in the official press release.
With the participation of www.Racingbusiness.fr
