Hisense appears with Lotus for three Grand Prix races
Lotus continues its case-by-case strategy of capitalizing on the prime location of its single-seaters' radiators: in Italy, the United States, and Abu Dhabi, this space will be occupied by the Chinese company Hisense.
The partnership signed between the Lotus F1 team and the company Hisense is noteworthy since Chinese companies are still very rare in Formula 1. Currently, the only other one is Weichai Power, which signed a four-year contract with Ferrari in 2013.
Now, companies from the Middle Kingdom want to move beyond their role as simple white-label suppliers and aim to establish their own brands on an international scale. This is precisely why Hisense decided to invest in F1, as explained by Lin Lan, its vice-president: « Joining Lotus for the Italian, US, and Abu Dhabi Grand Prix is an exciting project. As we are working on increasing awareness of our brand worldwide, we seek to use partnerships that are proven and that we know will work. Formula 1, and particularly the Lotus F1 Team, has enormous potential, and we look forward to working together in the coming months. »
If it’s its first investment in F1, it’s not its first association with a major sporting event. Indeed, it has just announced that it has also extended its rights to be the title sponsor of the center court of the Australian Open tennis until 2017, holding the rights since 2008.
With the participation of www.Racingbusiness.fr
