Lenovo switches Formula One sponsorship to McLaren Mercedes

LONDON - Lenovo is switching its Formula One sponsorship from AT&T Williams to Lewis Hamilton's Vodafone McLaren Mercedes team.

Lenovo will announce the deal tomorrow but according to sources, the company will pay a similar fee to that it currently pays to sponsor Williams. However, it is believed the deal will not involve any on-car branding.

The brand, which is also a global sponsor of the Olympic Games, will push its branding through trackside ads.

The news comes as a timely boost for McLaren. Team boss Ron Dennis has estimated that the team's revenues could drop by as much as £100m as sponsors cut advertising budgets.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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