Sahara Force India has revealed its newest partner: the timeless Levi’s brand.
The Formula One team welcomed Levi’s as a team sponsor for the remainder of the 2016 season in Latin America: the Mexican Grand Prix held last October 28 to 30, and the upcoming Brazilian Grand Prix, from November 11 to 13.
Force India VJM09, the racing car designed by the team to compete for them this season, now fittingly enough features the Levi’s logo on its roll hoop—an iconic brand for an iconic team.
The Levi’s logo will also appear on the drivers’ race suits and on other team assets.
As Sahara Force India excitedly welcomes Levi’s to its team, it is also looking forward to a successful partnership, Vijay Mallya, the team’s principal and managing director, avers. Says Mallya, “Each pair of Levi’s jeans is the product of a long history of creativity and innovation—the same values on which our sport is built.”
Mallya adds that the alliance is mutually beneficial to the clothing brand and to Formula One. “We are delighted with this partnership as Levi’’s is a brand known across the world. At the same time, Levi’s has been ideally placed to benefit from Formula One’s global reach and exposure.”
Levi’s executives concur with this. For instance, Arcadio Jaramillio, Levi’s marketing director, notes that Auto Sports Racing is a huge engagement in Latin America. “Although the F1 calendar travels to Mexico and Brazil, fans from across the region follow to experience the ultimate expression of the sport in these two countries, creating an exciting moment for the fans at this time of the year.”
Jaramillo likewise adds, “Force India has grown very rapidly as one of the teams most loved by fans across the globe. Aligning with this team places the Levi’s® brand in the Center of Culture in our region with the right partner.”
Sahara Force India has performed strongly in the Formula One season so far, placing fourth in the team championships. The team has collected seven points at the Mexican Grand Prix with Nico Hulkenberg finishing seventh and Sergio Peroz finishing tenth.