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Smirnoff partners with Force India Formula One Team

Snapshot: "DON'T drink and drive" - Smirnoff will soon come out with its own version of this advice, now that it has partnered with Sahara Force India Formula One Team

Smirnoff is now an official sponsor for the Sahara Force India Formula One Team. The vodka company intends to deliver a powerful message against drunk-driving. However, the main ideology behind this alliance is to dissolve the unnecessary exclusivity attached to the sport and make it more accessible to the fans. Sahara Force India website states, "SMIRNOFF - the world's leading premium vodka - is on a mission to bring down the velvet rope around racing via its new partnership with Sahara Force India Formula One Team. The fan-centric alliance is aimed to help F1 fans get closer to drivers, and nearer to top quality race action giving Smirnoff a high-profile, truly global platform. "

Vijay Mallya, Team Principal and Managing Director of Sahara Force India, 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.”

Matt Bruhn, Smirnoff Global Brand Director, added, “We love Sahara Force India’s story, as well as its ability to help us communicate about responsibility and top quality performance. This team is shaking up how we perceive racing and giving the establishment a real run for its money. We are thrilled to help them bring fans closer to the action and have lots of fun with this energetic, exciting team along the way.”

Matt Bruhn, Smirnoff Global Brand Director, also added, "We love Sahara Force India's story, as well as its ability to help us communicate about responsibility and top quality performance. This team is shaking up how we perceive racing and giving the establishment a real run for its money. We are thrilled to help them bring fans closer to the action and have lots of fun with this energetic, exciting team along the way."

Smirnoff branding will be featured on the 2014 edition of Sahara Force India's VJM07 Formula One car that had got a new colour scheme, among other changes, for the 2014 season. The new livery including Smirnoff stickers will appear on the team's cars from next weekend’s Spanish Grand Prix in Barcelona. The Smirnoff 'eyebrow' logo will appear on the rear wing and top of the dchassis, with branding on the sidepods at key races. The logo will also be place on the drivers’ suits and helmets, and on the team's apparel as well. 

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