[Calum]

Right now Lotus Cars are exploring every imaginable series of motorsport in a bid to promote their brand ahead of the new model range. It is a fairly crazy plan, but a uniform brand has been created across many differant major race series.

No matter what series viewers are watching, chances are there is going to be a black and gold car amongst the grid, and it is obvious that the black and gold cars are Lotus Cars.

Sponsorship of:
Lotus F1 Team
Lotus ART GP2 Team
Lotus ART GP3 Team
Lotus LMP2 Team
Lotus Blancpain Series GT Team

Their strategy of sponsoring and pairing up with established teams might upset the more fanatic fan, but it’s enough to convince casual fans that they have factory teams. Many viewers of F1 next season will assume the Lotus F1 Team is a manufacturer in the same way Toyota F1 racing was – even though one car company paid £20m per year to have their name in the sport and the other paid £200m per year! There’s no high capital costs either because everything is in place: they don’t have to spend lots on infrastructure and the employees know their place in the team. So there is more chance of quick success – all good for the brand image.

It’s still a lot to take on though when their only sources are income are:
Selling Indy Car engines
Selling Type 125 track cars
Selling Evora and Elise road cars
Selling customer GT Evoras
Huge Bank Loans

How much do you reckon they spend in total on all the differant motorsporft sponsorship deals they have right now?

I think their £20m F1 deal will be their biggest individual deal, and the total of them all comes to £50m.

[Author]

Posts