The Renault Formula One team have launched a wide-ranging partnership with La Liga, the organising body of the top two club soccer leagues in Spain.
La Liga will be listed as the French motorsport outfit’s official football league partner, and its logo will be visible on the team’s race car as well as on the overalls of drivers Nico Hülkenberg and Carlos Sainz. Renault added that the collaboration will provide fans with access to multi-layered sports entertainment across multiple platforms.
The innovative year-long partnership ties in with La Liga’s strategy to expand its reach internationally, and is part of the organisation’s LaLiga4Sports initiative which seeks to support other sports and athletes. The programme also backs Spain’s Olympic bronze medal-winning figure skater Javier Fernandez, as well as former world number one badminton player Carolina Marin.
“We are very happy to announce this exciting and unique partnership with LaLiga, one of the world’s best football divisions,” said Renault Sport Racing’s head of partnerships Antoine Magnan. “Renault Sport Formula One team and La Liga have many shared goals as we push to expand our reach worldwide.
“Between the Formula One and La Liga seasons we cover the entire year and there are crossovers in our two fanbases that will be the springboard for exciting activities.”
La Liga brand director Enrique Moreno added: “We have been looking for innovative ideas that allow us to generate brand presence internationally and support our brand positioning: ‘It’s not football. It’s La Liga.’ Motorsports and specifically Formula One fits perfectly with this strategy. Formula One fans are potential football fans. This new, year-long relationship is designed to further expand the La Liga audience and grow awareness for our brand.”
Meanwhile, Renault have also prolonged their association with Spanish beer brand Estrella Galicia for the upcoming season, which gets underway in Australia on 25th March. The new agreement will see the company, which is a long-time sponsor of Sainz, benefit from increased brand exposure, with its logo set to appear on Renault’s car’s turning vanes and headrests as well as other team assets.