CNN extends with Caterham
Caterham approaches the Malaysian Grand Prix as its first home race of the season. Therefore, it reserved its partnership extension announcements for this event. It has just announced the renewal of the agreement with CNN.
Caterham has just announced the extension of its partnership with CNN. However, what is somewhat surprising is that the Atlanta channel’s logo was not present in Melbourne for the start of the season. Yet CNN is a historical partner of the team, having been with them since their debut in 2010. At that time, the American news channel received significant exposure, with prominent placement on the front wing of the cars and also on the drivers’ helmets.
Since then, Caterham has managed to attract many other partners, starting with aerospace groups Safran and Airbus, as well as McGregor, thanks to the appointment of Giedo van der Garde. This reduces the available space for partners making a less significant financial contribution. This is why the space reserved for CNN is much smaller, as it is now only placed on the central pillars of the front wing and on the suits of Giedo van der Garde and Charles Pic.
However, the objectives of the team’s leaders are the same as those that motivated Lotus to partner with CNBC, namely to obtain an effective communication platform around the team as well as its sponsors, as explained by Cyril Abiteboul, the director of the Caterham F1 Team: « This partnership will offer us a comprehensive platform allowing us to provide more media exposure for our team and its sponsors through CNN’s global broadcast. We also look forward to welcoming CNN and its partners to races to further promote F1, the Caterham F1 Team, and develop genuine B2B opportunities. »
With the participation of www.Racingbusiness.fr
