Aberdeen Asset Management becomes the sponsor of Paul di Resta

Paul di Resta was one of the few drivers in the paddocks not wearing a cap, a sign that he did not have a personal sponsor. This will no longer be the case as the Scottish investment fund will occupy this space, even though the young driver still did not wear this headgear during the first day of the Monaco weekend.

For Aberdeen Asset Management, this is their first foray into F1, after sponsoring other sporting events capable of reaching their target clientele: golf, sailing regattas, rugby… The driver stated: « I have known them as a Scottish company for some time now, and having the opportunity to represent them around the world when I am racing is a real pleasure. I realize that this is a first for Aberdeen, and I hope that my performances on the track will pay them dividends. I have a lot of respect for many of their other sports ambassadors, so it’s fantastic to be part of their sponsorship team. »

The other ambassadors of the company will have a direct impact on the driver. Indeed, one of them is none other than the former owner of the team for which he races, Eddie Jordan. The Irishman is now a commentator for the British public television, the BBC. Through their new common partner, the two men will now find themselves in exclusive Q&A sessions.

Martin Gilbert, the CEO of the company, stated: “This F1 sponsorship is a new territory for us, and this new association with Paul is great for our brand. Grand Prix circuits are in many countries where we operate and have a worldwide television audience of around 500 million people. This will allow us to increase our brand awareness through this highly popular sport. At Aberdeen, we believe there is a lot of value in aligning our brand with hardworking professional athletes, and Paul seems to be a perfect example.”

This announcement comes just a few days after the launch of its first global communication campaign, which is intended to help structure its brand image in more than twenty countries. The partnership with Paul di Resta is therefore a good complement to this campaign, as the primary media used are press, billboards, and the Internet. The Scottish driver also provides visibility on television screens at a lower cost than traditional TV spots.

With the participation of www.Racingbusiness.fr