F1 partnership helps JCB gear up for global exposure

Lance Stroll and Sergio Perez

JCB has teamed up with a new British motor racing team. The partnership with SportPesa Racing Point F1 team (formerly Force India) will see JCB branding on the two cars driven by Lance Stroll and Sergio Perez from the first Formula One race in Melbourne next month.

Branding will also appear on helmets, overalls and the team’s trackside clothing. Additionally, JCB will assist Racing Point’s development by providing machines to help in the construction of the team’s planned new factory later this year. The manufacturer will also provide power tools and workwear along with equipment including access platforms and generators to assist the team when it races in Europe.

JCB said the deal offers the opportunity to develop customer relationships at race meetings and promote its brand in new and existing markets. The company previously had a sponsorship with Williams Racing, which has now concluded.

JCB chairman Lord Bamford said, “The popularity of Formula 1 gives JCB an excellent platform to promote our products on the international stage to both new and existing customers. JCB is one of the world’s biggest construction equipment brands and this partnership will help us cement and build customer relationships. We see great synergy with the Racing Point team; we both have a passion for pushing the boundaries of new technology and an ambition to succeed.”

Otmar Szafnauer, team principal and CEO of SportPesa Racing Point added, “This is the dawn of a new era for this team and we are delighted to welcome JCB on what is certain to be an exciting journey in the years ahead. We are hungry for success on and off the track and it’s great to have such a dynamic and world-leading brand supporting our efforts as we head into the 2019 season.”