Emaar Becomes Official Partner Of Lotus F1 Team

Emaar Properties has announced a new collaboration with the Lotus F1 team, becoming an ‘official partner’ of the Formula One outfit.

The new alliance is part of a strategy by the Dubai developer to increase its international brand imprint, with the widely followed motorsport reaching a global audience of around 500 million in 2012.

Partnering with the Lotus team for Emaar’s first foray into the sport is a logical one – Lotus’ driver Kimi Räikkönen won the Abu Dhabi grand prix last year.

“Our partnership with Lotus F1® Team, a remarkable team with impeccable credentials in the racing circuit, is a perfect fit to our own values,” said Mohamed Alabbar, chairman of Emaar Properties.

“As they race at the Formula 1 Championship circuits across the world, we are truly honoured to extend our support to the Lotus F1® Team, while also engaging with our international clientele and further defining the global identity of our brand.”

The Lotus team’s existing sponsors include brands such as Microsoft, Unilever and The Coca-Cola Company.

“We are delighted to begin this new relationship with Emaar Properties; particularly as the UAE has been a fruitful location for us on track with Kimi Räikkönen winning the 2012 Abu Dhabi Grand Prix,” said Eric Boullier, team principal of the Lotus F1 Team.

Earlier this year Dubai airliner Emirates signed a five-year sponsorship deal with Formula One, becoming a global partner of the sport.