Three big-name brand sponsors have confirmed their partnerships with the new formula one class air racing series, Air Race 1, which will launch on 1 June in Spain. Burn Energy Drink; Sportium, the sports betting company; and the insurance giant AIG are among the sponsors to join forces with Air Race 1 to develop the new international series of air races.
Burn, an energy drink from The Coca-Cola Company, participates extensively in motor sports and extreme sports, playing a major role in the development of these sports and athletes through its highly active community involvement.
Sportium, a joint venture between Spanish and British industry leaders Cirsa and Ladbrokes, is a sports betting house with an expanding number of high street shops and a growing online marketplace. Under new regulations this year in Catalunya, Sportium is rolling out an ambitious plan opening up hundreds of new shops.
AIG, the largest global insurance company, which is primarily active in large-scale business to business policies, is present in most people’s every-day life without them even knowing. Its participation in Air Race 1 is evidence to its support of community events that bring both its corporate clients and the end-user beneficiary together.
This year’s inaugural Air Race 1 event will take place in Lleida Spain at the Lleida-Alguaire Airport, beginning an annual series of international events. Air Race 1 only secures partners that see a value in a long-term relationship of mutual development with an alignment of marketing strategies and who share a motivation to encourage sporting excellence. Air Race 1 is also in ongoing discussions with other brands for this and future events and welcomes innovative brands to come onboard.
CEO of Sportium Alberto Eljarrat commented: “We pride ourselves in our differentiation from other sports betting shops through our attention to our customers and our ability to offer them more. We are always looking for unique sports opportunities, so recognizing the importance of up and coming growth sports, such as Air Race 1, is part of our dedication to this effort.”
Joaquim Edo Prat of Coca-Cola stated: “We are thrilled to have the opportunity to collaborate with Air Race 1. This exciting sport fits directly into the strategy of the Burn brand, culture and lifestyle which we cultivate with devotion for our millions of community members worldwide.”
Alvaro Mengotti, General Manager of AIG Spain & Portugal, said: “Insurance plays such a crucial role in most aspects of daily life these days, and most certainly in sport. It is therefore important for us to have a direct hand in the evolution of challenging sports. Air Race 1 is a great opportunity for AIG to both help an event and benefit from the valuable promotional showcase it offers.”
Jeff Zaltman, CEO of Air Race 1, said: “We warmly welcome these leading brands to collaborate on our event. It is a great compliment to have these important companies accept Air Race 1 as a viable long-term marketing platform for their brands. In turn we are eager to prove our series to be a dynamic showcase to their target demographics, offering a sustainable high-growth return on their investment. Working with brands that are such recognizable household names will help us to make our sport and our pilots recognizable household names.”
Zaltman added, “These illustrious brands contribute to the exceptional support already provided by the Catalan government and the airport and community of Lleida, who are the hosts of this annual event.”
The hosting partners of Air Race 1 include the Government of Catalunya, the City of Lleida and the new international Lleida-Alguaire Airport, among other regional bodies. Other important partners of the event include SEAT, which signed up as the Official Car of the Air Race 1, whose cars will be driven by the race teams while in Spain; and the Hotel Nastasi, a long-standing local fixture in the community of Lleida, and which will be the hub of activity ‘off the race circuit’ during the weeklong event for all the international race teams and VIPs