McLaren welcomes CNN

The American news channel CNN is one of the paradoxes of F1: the sport struggles to make its mark in a country where sports business is king, yet it manages to attract some major sponsors from this country.

That is why CNN decided to continue its presence in F1, which began in 2010 when it became one of the sponsors of Lotus (since become Caterham). In 2013, it agreed to extend the partnership.

The appeal of this new partnership with McLaren is evident as the team is more in the spotlight for sporting reasons, rather than legal or financial ones as was the case with Caterham. The continuous channel’s logo will therefore be featured on the front wing of Fernando Alonso’s and Jenson Button’s cars.

As explained by Rani Raad, the commercial director of CNN International, this partnership is part of a global promotion effort for the brand that CNN has become in its 30 years of existence: « With a global footprint and a highly engaged shared audience, there is a tremendous amount of expertise and best practices that can be leveraged in this partnership. The increased exposure that CNN International will gain through our association with McLaren is part of an expanding initiative aimed at capitalizing on the power of our brand and consolidating our position as the world’s leading international news brand. This multi-year agreement will allow us to increase our revenue and distribution while establishing joint marketing operations. This will create a close relationship between the two companies on a global scale. »

It is, in fact, planned that CNN will produce a number of reports from the McLaren Technology Center in Woking. This will allow the brand to gain significant visibility while providing the Atlanta-based channel with high-quality and exclusive content.

On the other hand, still no sign of the announcement of a new title sponsor for the team. We will see if the launch of the new car on January 29th will also shed light on this subject…

With the participation of www.Racingbusiness.fr