Telecom giant Bharti Airtel today said it has partnered with Mercedes AMG Petronas Formula One Team for the forthcoming Indian Grand Prix.
The move is expected to help the operator strengthen its brand positioning among youth across India.
The second and 2012 leg of Formula One Airtel Indian Grand Prix will be held on October 28, 2012.
Under the race partnership, Bharti Airtel's logo will feature on the airbox and headrest of the Mercedes F1 W03 car, and the race suits and helmets of drivers -- Michael Schumacher and Nico Rosberg -- for the duration of the Grand Prix weekend, Bharti Airtel said in a statement.
Bharti Airtel is also the title sponsor of the 2012 Formula One Airtel Indian Grand Prix.
"By building on the unique motorsport heritage and strong track record of Mercedes-Benz, we will strengthen brand Airtel's youthful positioning and appeal to Formula OneTM fans across India," Bharti Airtel Global Brand Director Bharat Bambawale said.
The alliance will also give Airtel access to the team along with rights to develop co-branded merchandise, use the race partnership logo, offer exciting mobile content, organise exclusive driver meet-and-greet sessions for consumer promotions among other initiatives, the statement added.
Airtel will also offer its customers mobile content and instant race updates on race orders as well as team and driver standing information.
Bharti Airtel has a huge focus on sporting events. Apart from exclusive video rights for UEFA Euro 2012, it has similar tie up with Manchester United, under which its subscribers get exclusive access to mobile content related to one of the world's richest football clubs.
It is the title sponsor of Delhi Half Marathon and has a three-year tie up with BCCI for branding activities.
