Brawn GP sponsored by Canon in Singapore

The Brawn GP team announced a new partnership for the 2009 Singapore Grand Prix next week. The team will be sponsored by Canon for three days, in addition to its usual sponsors.

Brawn GP claimed to have secured its financial future for a minimum of three F1 seasons, yet the team is not as sponsored as one might expect. Virgin is the team’s main sponsor. And even though three other partnerships have already been announced in the past, there is still a lot of free space on Button’s and Barrichello’s cars. On the occasion of the Singapore Grand Prix, a night race, Canon will fill the gaps.

The Japanese company began sponsoring F1 as early as 1985 with varying degrees of involvement since then. For the occasion, the paint on the Brawn GP should be special to showcase the company’s potential.

Ross Brawn, the team director welcomed this partnership: « I am very happy to welcome Canon Singapore for the next race. We will work together for some time and allow them to demonstrate their potential in photography and imaging through the incredible platform that is Formula 1. »

Melvyn Ho, vice president of Canon Singapore adds: « The Singapore Grand Prix is one of the races with the most visibility around the world. We want to take advantage of it to showcase our expertise as a leader in imaging. We are all the more proud to work with the championship leader. We will be exploring other opportunities for the future. »

Formula 1 marketing is becoming increasingly adaptable. Spaces are rented race by race, studying offers on a case-by-case basis starting from the point where a main and annual sponsor can ensure the team’s long-term backing. As proof, Virgin has already made a similar deal with Brawn GP, as Richard Branson has bought almost all the advertising space on the car, which he resells to his subsidiaries according to the races and target audiences.