Lotus partners with Creative Artists

The leading new team in the 2010 FIA Formula One™ World Championship, the Lotus Racing Formula One™ (F1™) team, has signed a global representation agreement with Creative Artists Agency (CAA), an entertainment and sports agency.

Lotus Racing is laying the foundation for long-term success in the global phenomenon that is F1™, taking the challenge to established teams currently ahead of the Anglo-Malaysian squad.

CAA Marketing, a division of CAA, will develop and implement new marketing strategies for Lotus Racing; promote the F1™ team in America and around the world; and create innovative programmes for team partners to build upon the extensive reach of the sport to market their brands globally. Lotus Racing will also benefit from the expertise and experience of CAA affiliate Evolution Media Capital (EMC), an investment banking firm for the sports and media industries. EMC will advise on the acquisition and structuring of new businesses that would benefit from an affiliation with Lotus Racing and F1™, the world’s most popular annual sports competition.

Tony Fernandes, Lotus Racing Team Principal gave his thoughts on this exciting new development for the team: “Firstly, I want to welcome CAA to the Lotus Racing family. It’s a real honour that the CAA team has seen what a fantastic opportunity we have to do some extraordinary work together, and I know that exciting times lie ahead for us, on and off track. I come from an entertainment background, so I know that the depth of experience, knowledge, creative talent and passion that CAA will bring to our team will help us in our bid to broaden the appeal of our sport, for fans, and for brands. This deal is certain to make a few people sit up and take notice, as it shows we are not looking at the traditional sports marketing model – we want to break new ground, and with CAA, we will.”

Recognized for its innovative approach to brand-building, Lotus Racing’s highly-active use of social media, which is unprecedented in F1™, gives fans, team partners, and media an exclusive inside look at the team, its factory, and drivers.

“Lotus Racing is employing cutting-edge marketing strategies that leverage the massive audience and reach of F1™ to garner awareness for the team and its sponsors,” said Jae Goodman, Co-Head and Chief Creative Officer, CAA Marketing. “We will work closely with Tony and Deputy Team Principal SM Nasarudin to continue in that spirit of innovation by developing opportunities that go beyond stickers and hospitality to create critical exposure and new value for brand partners.”

“It is our goal to build upon the entrepreneurial spirit that Tony has brought to companies like AirAsia and Tune Group to create new businesses that capitalize on the Lotus Racing brand and the global platform of F1™ racing,” said Rick Hess of EMC.