Smirnoff to sponsor Mallya’s Sahara Force India

Diageo’s Smirnoff vodka has agreed a sponsorship partnership with Vijay Mallya’s Sahara Force India Formula One racing team.

An anti-drink driving message will be “at the heart” of Smirnoff’s Sahara Force India Formula One sponsorship

The partnership, announced today, will see Smirnoff branding feature on the VJM07s of the Sahara Force India team from next weekend’s Spanish Grand Prix in Barcelona.

The brands logos will appear on the rear wing and top of the chassis with branding on sidepods at key races.

Drivers will also wear the Smirnoff eyebrow logo on their suits, helmets and clothing.

Vijay Mallya, team principal and managing director of Sahara Force India, who is also chairman of Diageo-owned United Spirits, said: “It’s fantastic to see Smirnoff join the world of Formula One. It’s an iconic, global brand and we welcome them to the Sahara Force India family.

“As a team we’ve always mixed the highest professionalism on the track with great celebrations away from it and our partnership with Smirnoff reinforces these values. As we continue to make progress on the track, Smirnoff is the ideal brand to help celebrate these moments and open up the sport to new fans.”

Diageo will use the partnership to reinforce an anti-drink drive message, placing responsible drinking “at the heart of the partnership”.