Formula One motor-racing team Force India has entered into a partnership with online sports news and entertainment platform SportBible.
The partnership will cover the remainder of the 2017 F1 season and will see SportBible’s branding appear on the nosecone of Force India’s cars.
SportBible, which is part of the LadBible Group, will also launch an activation programme that will seek to promote F1 and Force India to its predominantly young audience.
The partnership will commence with this weekend’s Monaco Grand Prix.
“They (SportBible) are an exciting brand, reaching out to engage a dynamic group of young fans who are going to shape the future of our sport,” Vijay Mallya, team principal of Force India, said.
“This partnership is testament to the growing appeal of our team with the younger generations, who identify with our can-do approach and our friendly, yet professional attitude.”
Force India has also entered into a multi-year partnership with Breast Cancer Care. The charity’s branded logo and famous pink ribbon will feature on the cars of drivers Sergio Perez and Esteban Ocon during the Monaco Grand Prix, and at races in Montreal, Silverstone, Austin and Mexico City.
Andy Harris, director of fundraising and marketing at Breast Cancer Care, said: “Together our goal is to reach more people affected by breast cancer faster. Force India is committed to working with Breast Cancer Care to help achieve our ambition of doubling the number of men and women we support by 2020.”