Carlos Sainz brings Estrella Galicia to Toro Rosso
Toro Rosso is intended to train young Red Bull drivers. But it also knows how to attract new sponsors. The arrival of Carlos Sainz has thus led to an agreement with the Spanish beer Estrella Galicia.
The Spanish beer Estrella Galicia is one of the sponsors that has supported Carlos Sainz’s progress in recent years, and the appointment of the young driver in F1 thus opens doors for the brand in the sport.
Ignacio Rivera, the CEO of the company, stated: « For Estrella Galicia and for the company as a whole, this sponsorship agreement is another step in our national and international expansion strategy, which has yielded very good results. Making this progress with a team like Scuderia Toro Rosso is a dream that would have been difficult to imagine two years ago when we started with Carlos Sainz. However, it has taken shape today with our presence alongside two very good drivers like Carlos and Max. »
The space given to the subsidiary of the Hijos de Riveira group is limited, as it is restricted to the sleeves of the two drivers. However, from a marketing perspective, the agreement is interesting for two reasons. The first is that alcohol brands are currently under the spotlight of the European Commission, which might seek to ban their advertising, as it has already managed to do with tobacco. Being associated with a non-alcoholic brand is therefore a clever move, similar to Williams’ agreement with NiQuitin patches during the 2003 season.
The second is that Red Bull already has an agreement with a traditional beer, Singha. The new agreement therefore allows for finding a new partner that does not directly compete with one of its already existing supporters. This will also provide an additional choice for the many guests of the brand at each Grand Prix…
With the participation of www.Racingbusiness.fr
