Renault Sport F1 is moving the goal posts of sponsorship thanks to a partnership it will enjoy this year with Spain's premier football league, LaLiga.
The country's first football division will enjoy a presence on the French team's R.S.18 as well as on the overalls of drivers Nico Hulkenberg and Carlos Sainz, the latter being a huge fan of emblematic football club Real Madrid.
"We are very happy to announce this exciting and unique partnership with LaLiga, one of the world’s best football divisions,” said Antoine Magnan, Renault's Head of Partnerships.
"Renault Sport Formula One Team and LaLiga have many shared goals as we push to expand our reach worldwide.
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"Between the Formula 1 and LaLiga seasons we cover the entire year and there are cross-overs in our two fan bases that will be the springboard for exciting activities."
The partnership is the first of its kind for an F1 team and stems from LaLiga's desire to achieve visibility outside the world of football but within the sports arena, according to the association's brand director Enrique Moreno.
"We have been looking for innovative ideas that allow us to generate brand presence internationally and support our brand positioning ‘It’s not football. It’s LaLiga," he said.
"Motorsports and specifically Formula 1 fits perfectly with this strategy. Formula 1 fans are potential football fans.
"This new, year-long relationship is designed to further expand the LaLiga audience and grow awareness for our brand."
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