Lenovo switches Formula One sponsorship to McLaren Mercedes

By Ed Kemp, marketingmagazine.co.uk, Monday, 08 December 2008 09:30AM

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

Lenovo switches Formula One sponsorship to McLaren Mercedes

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.

This article was first published on marketingmagazine.co.uk

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