LG boosts F1 tie-ups with Red Bull deal

LG Electronics has signed a deal to become a team and technology Partner to Red Bull Racing in the FIA Formula One World Championship.

The multi-season partnership extends LG’s current sponsorship of the F1, as a global partner and technology partner of the championship.

Under the deal, LG will supply Red Bull Racing with its latest products at track and at the team’s headquarters.

LG hopes that the sponsorship will offer it further opportunities to raise brand awareness to a broad consumer audience across the globe.

Dermot Boden, chief marketing officer for LG Electronics, says the brand will use its strapline “Life’s Good” “to deliver emotional and exciting experiences to the millions of people who watch Formula 1 worldwide.”

Paul Meadows, head of brand, LG Electronics UK, adds: “By forming a partnership with Red Bull Racing, LG can better demonstrate its commitment to using technology in delivering amazing experiences to people worldwide, through access to team personnel and drivers.

“This human focus is central to LG’s brand and is best reflected through a team partnership. This relationship also provides LG with additional business development opportunities and further enhances our at-track and off-track hospitality, media engagement and merchandising activities.”

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