2017 Force India VJM10’s brand-new pink livery has cost an incoming sponsor up to $20 million for the 2017 Formula 1 season.
That is the claim of the Austrian newspaper Kleine Zeitung, following news that the Silverstone based team’s car and driver helmets are turning pink thanks to the new deal with Austrian water technology company BWT.
“The sponsorship is said to bring in between $15 and $20 million,” the report said.
Team boss Vijay Mallya says that: “The arrival of BWT in Formula One is huge news and represents one of the most significant partnerships in our ten year history. It’s a sign of how far we have come as a team with our strong results and completes a solid commercial performance over the winter.
For 2017 our cars will sport a vibrant new colour scheme with a smart matte finish. Changing the colour of our cars is an indication of the strength of this new partnership and a real statement of intent from BWT as they begin their relationship with the sport of Formula One.”
New Renault driver Nico Hulkenberg, however, couldn’t help making a joke at his now pink-clad former team’s expense, declaring on Twitter: “Now you finally understand why I left Force India.”
— Nico Hülkenberg (@HulkHulkenberg) March 14, 2017
BWT CEO Andreas Weißenbacher, on BWT’s decision to sponsor a Formula 1 team, says: “The collaboration with Sahara Force India is an important part of our brand-globalisation strategy and will dynamically increase awareness of our brand around the world.
We share with Formula 1 – the premier league of motor sport – the passion we show every day in trying to achieve the best possible standards for our elixir of life, H2O, enabling us to meet the demanding requirements for quality, health, safety and hygiene and drive the development of new technologies.”