Red Bull and McDonald’s agree cross-promotion deal around São Paulo GP

The Red Bull Formula One team have agreed a cross-promotional deal with McDonald’s around the São Paulo Grand Prix.

Contract:

• The McDonald’s logo will appear on the halo of the Red Bull cars and in the team garage during the weekend
• A McDonald’s drive-thru in São Paulo will be transformed to replicate a Red Bull Racing pit stop
• Red Bull energy drinks will be made available at select McDonald’s locations in Brazil during the partnership

Context:

This will be the first time that the McDonald’s logo has appeared on-track at a Formula One Grand Prix, although it is not the company’s first Formula One deal. Arcos Dorados, the operator of McDonald’s in Latin America, agreed a multi-year regional partnership with the sport last year. This included trackside signage, but this was only displayed virtually on broadcasts in the Latin American region.

Comment:

“This partnership is super special for us,” said Gabriel D’Angelo Braz, marketing director of Red Bull Brazil. “It’s two brands everyone loves coming together to offer products the public loves – now in the same place.”

Ilca Sierra, marketing director of McDonald’s Brazil, added: “The partnership with Red Bull is another strategic move by McDonald’s to offer a menu with options for all consumer profiles on different occasions, as well as to increase convenience for our customers.

“It’s also an honour to be partners with Oracle Red Bull Racing and to bring the taste of Méqui to the team’s garage, reinforcing our presence in F1.”

Coming next:

This eight-week deal between Red Bull and McDonald’s started on 21st October, which was when Red Bull energy drinks started to be made available on the McDonald’s menu. From 11th November, this will expand to being included in McDonald’s combo meals. The São Paulo Grand Prix takes place at Interlagos Circuit from 7th to 9th November.

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