The Force India Formula One team have announced a year-long partnership with flip-flop brand Havaianas ahead of Sunday’s season-opening Australian Grand Prix.
The deal will see Havaianas’ logo adorn the new halo cockpit protection device on the Silverstone-based motorsport outfit’s race cars. The Brazilian company’s branding will appear at select races throughout the 2018 season, starting with this weekend’s event in Melbourne.
Force India are the second Formula One team to sign a flip-flop brand as their halo sponsor, after McLaren became the first to take advantage of the distinctive appearance of the new structure, which has frequently been likened to the strap of a flip-flop.
“We are delighted to bring Havaianas into Formula One,” said Force India chief operating officer Otmar Szafnauer. “Where better than the halo to carry the famous Havaianas logo? It’s a savvy move by this loved Brazilian brand, which will bring a touch of the beach to the paddock throughout the season.
“We have always been an adventurous team with our marketing efforts, and after introducing the pink livery in 2017 we hope this partnership will appeal to all fun-loving Formula One fans in 2018.”
“This is huge news for Havaianas,” added Márcio Utsch, chief executive of Alpargatas, the makers of Havaianas. “We want to bring our fun and cool vibe to Formula One and the opportunity presented by Force India really grabbed our attention. At Havaianas, we pride ourselves on listening to the fans of our brand and over the last few months we have seen more and more people associating our flips-flops with the new halo across social media.
“Together with Force India we have come up with an eye-catching design on the car’s halo, which was the logical place to locate our flip-flop strap. We are looking forward to engaging with Formula One fans at races around the world throughout the year, so stay tuned for some exciting developments.”