Showing posts with label partnership. Show all posts

MERCEDES AMG PETRONAS and STARWOOD agree partnership

By | Published Thursday, 10 May 2012

The MERCEDES AMG PETRONAS Formula One Team is delighted to confirm a new relationship with Starwood Hotels and Resorts, which become an official Team Partner with effect from the Spanish Grand Prix this weekend.

Announced by Nick Fry and Michael Schumacher at the W Hotel in Barcelona this morning, the new partnership will allow Starwood to build business relationships within the sport and see the MERCEDES AMG PETRONAS team stay in Starwood hotels as they travel to various Grand Prix venues on the Formula One calendar.

Starwood will also use the opportunity presented by the global audience of Formula One to promote their Starwood Preferred Guest (SPG) programme and increase consumer awareness of the benefits available to frequent travellers.

Ross Brawn, Team Principal of MERCEDES AMG PETRONAS commented: “We are very pleased to have agreed a new team partnership with Starwood, and to welcome the brand to Formula One for the first time. As regular travellers will tell you, a good hotel can make a real difference to your trip, and I am delighted that our team will have the opportunity to experience some of the Starwood hotel portfolio as we travel around the world. We are very much looking forward to working with Starwood and helping to promote their Starwood Preferred Guest programme to a new audience.”

Mark Vondrasek, Senior Vice President, Distribution Loyalty & Partnership Marketing for Starwood Hotels & Resorts said: “We are extremely proud to be an official team partner of the MERCEDES AMG PETRONAS Formula One Team. The Starwood Preferred Guest programme goes beyond gaining and redeeming points, it’s about building a deeper relationship with our guests. We want to offer our members exclusive experiences that they are most passionate about - be it sports, music or arts. Through our collaboration with MERCEDES AMG PETRONAS, members can connect with their passion for the entertaining world-class sport.”

~ Official photo and details courtesy of MERCEDES AMG PETRONAS ~

Copyright © 2012, Mercedes-Benz-Blog. All rights reserved.

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The new Lucozade Hydration Formulations: Beating the heat in Malaysia (VMM)

By | Published Saturday, 24 March 2012

Lucozade launches two bespoke drink formulations designed specifically to hydrate the team and its drivers in hot humid race environments

Even on a cool day, a Formula 1 car is among the most hostile man-made environments the human body can occupy. Besides the extreme noise and vibration, the body takes a constant battering from the forces of acceleration, deceleration and cornering: in a typical 4G corner a human head, enclosed in a helmet, can weigh the equivalent of 24kg. To fight those forces and thrive in a two-hour race is a supreme athletic achievement.


In the heat and humidity of Malaysia, where the cockpit temperature can reach 50C over the course of 310 hard-fought kilometres on race day, the drivers are genuinely exploring the limits of human performance. Even the typical late afternoon downpours bring little respite.

In the years since the Malaysian Grand Prix joined the F1 calendar in 1999, the thermal parameters of the mechanical elements of the car – engine, gearbox, hydraulics, and so on – have become well enough understood for retirements through overheating to be relatively rare. The engine, by its very nature, has a high operating temperature that can be managed without too much effect on the car’s aerodynamic performance.

In contrast, when the human body goes above its normal temperature range in an F1 cockpit, its natural coping mechanisms are rapidly overwhelmed. As it tries to cool itself down it loses fluid and minerals – during the Malaysian Grand Prix a driver can lose up to 4kg in fluid, which is around five per cent of their total body weight. With their heart rate still at 80 per cent of its maximum, the driver loses energy and concentration. By the time they realise this is happening, it’s too late.

This weekend, Vodafone McLaren Mercedes will use two new Lucozade formulations developed specifically by GlaxoSmithKline’s scientists. Lucozade Hydration Formulation contains a precise and scientifically determined mix of essential hydration salts, carbohydrates and proteins to support the optimal performance of the whole team. Lucozade Race Formulation aids performance in high temperatures and extreme G-forces, while also addressing the specific needs of speedy absorption, weight management and driver alertness.

“Hydration in the cockpit is extremely important,” says Jenson Button, “and I know that only too well from a past experience during the Malaysian Grand Prix when my fluid bottle broke. That meant I couldn’t take on any liquids during one of the hottest and most physically difficult race on the calendar. By the end of the race, I was in pretty bad shape – which just goes to show that, without proper hydration, your performance and your abilities behind the wheel are severely compromised.

“I’m really pleased that the team has worked closely with Lucozade’s scientists, and it’s great that Vodafone McLaren Mercedes has its own unique formulations – both in and out of the cockpit. I think our race formulation will be a really important asset: not only will it keep us refreshed and hydrated during races, but it should also improve our concentration and decision-making abilities in the cockpit.”

A body weight loss of just two per cent will have a detrimental effect on performance. So, since the capacity of the in-car drinks bottle is limited to one litre, every drop has to count. The new Lucozade formulations have carefully balanced levels of sodium and carbohydrate, enabling them to be rapidly absorbed across the gut wall. With the driver strapped in tightly, it’s essential for the drink to do its work quickly. “The speeds and the harness can make having any fluid in your stomach really uncomfortable,” says Jenson.

Sodium also helps to replace lost salts while the carbohydrates are rapidly assimilated to provide energy. The Lucozade Race Formulation, which the drivers prefer in blackcurrant flavour (it’s also available in cherry - the drivers’ choice for Hydration Formulation – tropical and orange), also contains caffeine to aid concentration.

The collaboration with GlaxoSmithKline is ongoing, and feedback from the Vodafone McLaren Mercedes trackside team will help to further optimise the new Lucozade formulations as the season progresses. In a sport where attention traditionally focuses on technical performance, this is an exciting new development in the similarly essential field of human high performance.

“It’s important to remember that, during a grand prix, the whole team acts as one,” says Vodafone McLaren Mercedes Team Principal Martin Whitmarsh. “And this will be a significant benefit to the hydration, fitness and focus of the engineers and mechanics who are all under considerable physical and mental pressure during the race. At a race like the Malaysian Grand Prix, that will be crucial – it’s one of the toughest events on the calendar, and a race where good hydration, coupled with driver fitness, can have a significant impact on the result. I’m extremely pleased at the first results of this collaboration, and I’m excited by the potential that lies ahead as we continue to develop the formulations.”


















* Official photos and report courtesy of Vodafone McLaren Mercedes *

Copyright © 2012, Mercedes-Benz-Blog. All rights reserved.

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MERCEDES AMG PETRONAS & ISOFOTON agree new team partnership

By | Published Wednesday, 22 February 2012

As the F1 W03 car makes its official debut this morning, MERCEDES AMG PETRONAS is delighted to confirm a new partnership with ISOFOTON, a specialist in the design, manufacture and delivery of solar energy solutions.


Based at the Andalusia Technology Park in Malaga, Spain, ISOFOTON began operations in 1981 producing photovoltaic cells based on silicon wafers. Thirty years on and now employing close to 800 people, the company expects to increase its manufacturing capacity to one GW over the next three years. The company’s mission is to be the world’s leading developer of solar energy solutions, providing an efficient, clean and economical source of energy. Its innovative products include solutions for the automotive industry such as electric vehicle solar charging stations and batteries.

The partnership agreement sees ISOFOTON branding feature on the helmet visors of the MERCEDES AMG PETRONAS drivers Michael Schumacher and Nico Rosberg.

Ross Brawn, Team Principal of MERCEDES AMG PETRONAS said: “We are very pleased to confirm our new partnership with ISOFOTON and to welcome them to the MERCEDES AMG PETRONAS team. Formula One is frequently the proving ground for new technologies, both automotive and on a wider scale, and we are always pleased to partner with companies who share our innovative approach and excitement about revolutionary technologies. ISOFOTON, at the forefront of solar energy solutions, provides the perfect match at a time when the Formula One community, including MERCEDES AMG PETRONAS, are working to make our sport more environmentally efficient and socially relevant.”

Ángel Luis Serrano, President of ISOFOTON said: “This strategic partnership between ISOFOTON and the MERCEDES AMG PETRONAS Formula One Team was formed through values shared by both organisations; a commitment to high quality, cutting-edge technology, and environmental sustainability. ISOFOTON is a pioneer in the PV sector and has been at the forefront of solar innovation for over 30 years, and we look forward to entering Formula One with MERCEDES AMG PETRONAS as the sport enters an era of improved environmental efficiency.”

About ISOFOTON
ISOFOTON is a pioneer in the design, manufacture and delivery of solar energy solutions and has been transforming sunlight into an efficient, clean and competitive energy source for over 30 years. Its innovative products include solutions for the automotive industry such as electric vehicle solar charging stations and batteries. The global company was founded in 1981 in Malaga, Spain. Today ISOFOTON employs close to 800 people and expects to increase its manufacturing capacity to one GW over the next three years. The company´s photovoltaic modules are installed in projects in more than 60 countries, spanning every continent. ISOFOTON continues to grow worldwide through its commitment to cutting-edge technology, the best quality, personalised service and sustainable development. This commitment is reflected in ISOFOTON´s range of solutions that put the sun to work for the benefit of humankind.

www.isofoton.com

* Official details courtesy of MERCEDES AMG PETRONAS *

Copyright © 2012, Mercedes-Benz-Blog. All rights reserved.

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MERCEDES AMG PETRONAS & THOMAS SABO announce team partnership

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This morning’s unveiling of the new 2012 Silver Arrow in Barcelona also marked the debut for a new partnership with international lifestyle brand THOMAS SABO. As Official Jewellery Supplier to the MERCEDES AMG PETRONAS Formula One Team, THOMAS SABO will enjoy branding on the rear wing end plates and the sidepod leading edge fairing of the new F1 W03 car, which will be raced by Michael Schumacher and Nico Rosberg this season.


THOMAS SABO is a leader in fashionable jewellery thanks to its distinctive design and high quality products; there could be no better fit with the iconic Silver Arrows. The new partnership with MERCEDES AMG PETRONAS further extends a motorsport programme that includes a Mercedes-Benz team sponsorship in DTM, the world’s leading touring car series, and a personal agreement with MERCEDES AMG PETRONAS driver Nico Rosberg.

Ross Brawn, Team Principal of MERCEDES AMG PETRONAS said: “We are delighted to welcome THOMAS SABO as an official partner of our team. The unique prestige of the Silver Arrows is a perfect platform for an Official Jewellery Partner, and the company’s commitment to distinctive design and quality match our own. We hope to enjoy many successes together over the coming seasons.”

Company founder Thomas Sabo continued: “We are delighted to extend our cooperation with Mercedes-Benz. We are bound together by our passion for the dynamic world of motorsport, but even more importantly, THOMAS SABO and Mercedes-Benz both stand for excellent quality, innovation and international lifestyle. We are convinced that the team has exciting years ahead, and we are looking forward to our first win together.”

Mercedes-Benz Vice President Motorsport, Norbert Haug concluded: “We are very pleased to welcome THOMAS SABO as a team partner. Our brands, products and philosophies are a perfect fit and we already enjoy a first-class partnership in the DTM. We are looking forward to a dynamic and fruitful partnership.”

About THOMAS SABO
THOMAS SABO is an innovative and globally-renowned lifestyle brand headquartered in Lauf an der Pegnitz, southern Germany. As one of the world’s leading purveyors of jewellery, watches and beauty products, the lifestyle company is active in 66 different countries across all five continents and has in excess of 200 stand-alone shops. The list of cities across the globe with their own shops includes Berlin, Stockholm, Paris, London, Los Angeles, Toronto, Hong Kong all the way through to Moscow. Globally, THOMAS SABO also collaborates with more than 2,900 jewellers as well as the world’s leading airlines and airport destinations. In addition to the THOMAS SABO Sterling Silver Collection, the company has also been causing collection fever among its customers since 2006 with the more youthful THOMAS SABO Charm Club Collection with its around 500 Charm motifs from the most diverse lifestyle areas. In 2009, the company launched its own watches collection under the THOMAS SABO Watches Collection name, which was quickly followed in 2010 by THOMAS SABO’s entry into the beauty sector with the unveiling of the Charm Rose product line.

www.thomassabo.com

* Official details courtesy of MERCEDES AMG PETRONAS *

Copyright © 2012, Mercedes-Benz-Blog. All rights reserved.

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MERCEDES AMG PETRONAS and MIG BANK agree partnership extension

By | Published Friday, 10 February 2012

MERCEDES AMG PETRONAS and MIG BANK are pleased to confirm an extension to their team partnership agreement for a further two years. Founded in 2003 and based in Neuchâtel, Switzerland, MIG BANK is a leading Swiss online trading bank specialising in Foreign Exchange, Bullion and CFDs.


MIG BANK has a history of success by continuous growth and became the largest Swiss bank specialising in online currency. For the 2012 season, MIG BANK branding will feature on the F1 W03 race car, the race suits of Michael Schumacher and Nico Rosberg, and on the pit crew overalls and team clothing.

Ross Brawn, Team Principal of MERCEDES AMG PETRONAS said: “As we continue our preparations for the start of the new Formula One season, we are delighted to announce the extension of our partnership with MIG BANK. After three successful years working together, MIG BANK has been able to utilise the global platform provided by the team and Formula One to raise its profile and strengthen its brand. We look forward to continuing our excellent working relationship together over the coming seasons.”

Hisham Mansour, CEO and founder of MIG BANK commented: “We are extremely pleased to renew our partnership with the MERCEDES AMG PETRONAS team and to continue the excellent relationship which started back in 2009. Driven by our common passion for performance and technology, this partnership reflects our forward-looking spirit and illustrates our solidity, continuous growth and dynamism. The Mercedes-Benz brand symbolises quality and innovation, which are values that we share and seek to exemplify globally. By renewing our partnership with MERCEDES AMG PETRONAS, we want to continue to strengthen our brand and keep the momentum building on our successful track record.”

Official photo and details courtesy of MERCEDES AMG PETRONAS


Copyright © 2012, Mercedes-Benz-Blog. All rights reserved.

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MERCEDES GP PETRONAS announces new partnership with PUMA

By | Published Wednesday, 12 October 2011


The MERCEDES GP PETRONAS Formula One Team is pleased to announce a new multi-year partnership with PUMA. With effect from 1 January 2012, the global sport lifestyle brand becomes the team’s exclusive licensing partner for footwear, apparel and accessories, and an official Team Partner. The agreement incorporates branding locations for PUMA on the MGP W03, the team’s 2012 race car, and on all race and teamwear products.


Through the new partnership, PUMA will develop MERCEDES GP PETRONAS licensed products for global sales and distribution. A strong emphasis will be placed on sales performance of the range in mature motorsport markets, and as the Formula One race calendar continues to expand into new markets, this sales focus will grow globally.

PUMA will also provide the team with its latest innovations in fireproof racewear for the drivers and pit crew. PUMA’s development of fire retardant technology has helped revolutionise driver racewear by dramatically reducing weight, while maintaining optimal performance in safety and comfort.

Ross Brawn, Team Principal at MERCEDES GP PETRONAS commented: “PUMA has a long and successful heritage in motorsport and, having worked with them previously in Formula One, I know their technical performance innovations for racewear are amongst the best in the industry, which is of course critical to our racing operation. PUMA’s global capability to design, develop and distribute licensed products for fans of the Silver Arrows around the world is equally impressive. This is a key partnership for MERCEDES GP PETRONAS, and one we are delighted to have established.”

Christian Voigt, Senior Head of Global Sports Marketing at PUMA said: “PUMA is fully committed to motorsport for the long term, and signing this partnership with the MERCEDES GP PETRONAS team is a major statement for us as a brand. Mercedes-Benz has such a rich heritage in motorsport and MERCEDES GP PETRONAS is an exciting continuation of this story. With such talented drivers and team personnel, it’s clear they are destined for great things in the years to come. Combining our experience in licensed product development and distribution with the brand equity of the team has significant commercial benefits for both parties, and is another strong basis for this new partnership.”

PUMA

PUMA is one of the world’s leading sport lifestyle companies that designs and develops footwear, apparel and accessories. It is committed to working in ways that contribute to the world by supporting Creativity, SAFE Sustainability and Peace, and by staying true to the principles of being Fair, Honest, Positive and Creative in decisions made and actions taken. PUMA starts in Sport and ends in Fashion. Its Sport Performance and Lifestyle labels include categories such as Football, Running, Motorsports, Golf and Sailing. Sport Fashion features collaborations with renowned designer labels such as Alexander McQueen, Mihara Yasuhiro and Sergio Rossi. The PUMA Group owns the brands PUMA and Tretorn. The company, which was founded in 1948, distributes its products in more than 120 countries, employs more than 9,000 people worldwide and has headquarters in Germany, Boston, London and Hong Kong.

www.puma.com

* Official details courtesy of MERCEDES GP PETRONAS *

Copyright © 2011, Mercedes-Benz-Blog. All rights reserved.

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Another chapter in the Daimler-Aston Martin saga: Discussing upon Maybach's fate

By | Published Wednesday, 21 September 2011


After months of uncertainty and a great dose of rumors, Daimler AG's CEO Dieter Zetsche revealed at Frankfurt that talks with Aston Martin have reached an advance phase and a final decision regarding the outcome of Maybach is imminent. Most probably, as we have stated before, the definitive conclusions will be public by the end of September.


Chances are the old, but unsuccessful high-luxury firm might be given a second opportunity to impress through the substantial implication of Aston Martin in the development of an all new limousine, which is technically based on the future W 222 S-Class. If the two companies agree on signing a partnership contract, then the British manufacturer will take care to create most of the next generation Maybach, in addition to gaining access to the Mercedes-Benz parts' "bin", and especially to the 4MATIC all-wheel-drive powertrain and the efficient gasoline and diesel, V6 and V8 engines.

As an important note, we learnt that Aston Martin has specially developed no less than four different project prototypes on how the new Maybach limousine could look like, to help Daimler officials get a decent impression of what they are discussing.

Copyright © 2011, Mercedes-Benz-Blog. All rights reserved.

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