Haas
The Haas Formula One team have signed a partnership with Chipotle Mexican Grill.
Contract:
- Partnership will focus on digital activations
- Season-long deal signed
Context: Chipotle becomes the latest American sponsor for the only US team on the Formula One grid, with the most notable deal so far being MoneyGram's 'US$20 million-a-year' title sponsorship.
Comment: Günther Steiner, team principal of Haas Formula One team, said: “Having another major American brand join us means our home races are going to get that much busier, but it’s a brilliant opportunity to reach new audiences across the States, a key objective for all within Formula One today. Our partnership will also extend beyond the racetrack, with both organisations caring deeply about local communities and charity projects – there really are no limits to what we can achieve together”
Consequence: The American fast food chain will focus its activations around the three US races: the Miami Grand Prix on 7th May, the US Grand Pix on 22nd October, and the Las Vegas Grand Prix on 18th November.