The Coca-Cola Co is to sponsor the Lotus F1 team

The Coca-Cola Co is to sponsor the Lotus F1 team

The Coca-Cola Co has announced a “multi-year” sponsorship of the Lotus Formula 1 racing team through its Burn energy drink brand. 

Details of the deal will be revealed next year when the partnership officially launches, Lotus said today (22 November). Lotus's lead driver is former world champion Kimi Räikkönen, who last month confirmed he would race for Lotus again next season.

Emmanuel Seuge, Coca-Cola's group director for worldwide sports & entertainment marketing, called Lotus the “number one emerging challenger” in F1. 

Austrian energy drinks maker Red Bull sponsors reigning F1 constructors champion Red Bull Racing, helmed by 2010 and 2011 driver's champion Sebastian Vettel.

Coca-Cola's deal follows yesterday's announcement by the Indian Premier League that PepsiCo has paid US$72m to sponsor the cricket tournament for the next five years.