Ferrari tie up Bang & Olufsen deal

Danish audio brand gets on-car branding.

The Ferrari Formula One team have signed a partnership with audio brand Bang & Olufsen.

Contract:

  • Danish company's logo to feature on the new car
  • Bang & Olufsen to also create fan activations throughout the season

Context: Bang & Olufsen had partnered with Williams Racing on a multi-year deal just last season, however the logo was absent from the car launched last week. The Danish company clearly saw better value supporting a team at the sharp end of the grid as it's now swapped for the prancing horse of Ferrari.

Comment: Benedetto Vigna, chief executive of Ferrari, said: “For almost a century, [Bang & Olufsen] has been a byword for state of-the-art audio technology, combined with cutting edge design. Like Ferrari, Bang & Olufsen is a point of reference in its field, pushing the boundaries in this sector through constant research into materials and style. The two companies have a lot in common, therefore we have high expectations for this partnership.”

Coming next: The company's logo was visible on the new Ferrari car launched yesterday, which will make its competitive debut at the Bahrain Grand Prix on 5th March.

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