Airtel To Partner Mercedes AMG Petronas For The 2012 Indian Grand Prix

The first major news towards the 2012 Indian Grand Prix is now out! Telecom major and the title sponsor of the Indian Grand Prix, Airtel, have forged a one-race partnership with the Mercedes AMG Petronas team for this year’s Indian Grand Prix.

This partnership will see Airtel have access to exclusive content of Mercedes AMG Petronas and co-branded merchandise that can be used on the Airtel Money platform as revenue generators. Additionally, via promotions and contests, Airtel’s consumers will have an opportunity to meet with the Mercedes AMG Petronas drivers, Nico Rosberg and Michael Schumacher! And for the duration of the Indian Grand Prix, Airtel’s logos will appear on the W03, driver helmets and suits.

Airtel And Mercedes AMG Petronas Partner For Indian GP

Airtel’s association with the Indian Grand Prix is nearly a year old now and has offered excellent visibility to the brand. However, the association doesn’t offer rights which the telecom company could monetize. By tying up with Mercedes AMG Petronas, Airtel seems to have bridged this gap. The rights to content distribution and co-branded merchandise offer good monetization opportunities and it would be interesting to see how they go about doing so.

As for the Mercedes AMG Petronas team, this association will offer increased access to Indian Formula1 fans and engage them further on Airtel’s telecom networks, which include mobile, broadband internet, digital TV and more. Content and its accessibility are key in Formula1 but with restrictions put forth by the FOM, fans get little content to access and consume other than Grand Prix content. Mercedes AMG Petronas have generated some good content over the years and Airtel’s platform would be best suited to distribute it amongst Indian Formula1 fans.

Read more on marketing around the Indian Grand Prix and in Formula1:

  1. Airtel To Sponsor The Indian Formula1 Grand Prix
  2. Sports Marketing Around The Indian Grand Prix
  3. Formula1 Needs Better Marketing As It Enters Newer Territories

Kunal Shah is an FIA-accredited Formula 1 journalist who has been reporting on Formula 1 for nearly two decades. He worked with the Force India Formula 1 Team for 6 seasons in Marketing, Sponsorship and Commercial roles. As a former single-seater racer, he was responsible for Force India's grassroots talent program, One from a Billion Hunt. Presently, he co-writes a regular Formula 1 column for Firstpost, speaks on Inside Line F1 Podcast & Pits to Podium and produces broadcast/OTT content for NENT Group (Viasport & Viaplay).

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