By David Gold
May 2 – Premier League outfit Chelsea have agreed a partnership with Formula One team Sauber, which will see the two teams promote the other in their respective sports.
The unprecedented deal gives Chelsea added exposure to Formula One audiences, with the sport having added a number of growing markets to its annual circuit recently.
The Champions League finalists have been looking to increase their commercial revenues as they battle to comply with UEFA’s new Financial Fair Play rules (FFP).
The club posted record revenues in 2010-2011, though they also made a loss of £67.7 million ($106 million/€80 million).
With failure to qualify for next year’s Champions League looking likely, Chelsea will hope to accelerate their commercial growth to help comply with FFP – which will require teams to break even in the long term.
Abu Dhabi, India, South Korea, China and Bahrain have all been added to the calendar in the last decade, while Russia – the home of Chelsea owner Roman Abramovich – will also join the circuit when Sochi hosts a grand prix from 2014.
Sauber’s cars first competed in Formula One in 1991, before being bought by BMW in 2005.
When BMW withdrew from Formula One Team Sauber returned to the grid for the 2010 season.
Sauber’s predominantly white car, which also features blue panels, will now display Chelsea’s logo from the Spanish Grand Prix on May 13/
Chelsea will in return show Sauber’s logo (pictured below) at home games and on interview walls.
Sauber had recently displayed the phrases “Out of the Blue” and “True Blue” on their engine covers in the last two races, in China and Bahrain.
“A partnership like this between Formula One and football has never existed before in this form, yet there are numerous commonalities and possible synergies,” said Monisha Kaltenborn, Sauber’s chief executive.
“The Sauber F1 Team and Chelsea FC are dealing with many of the same sporting and commercial topics and we want to strengthen each other in these areas.”
Chelsea chief executive Ron Gourlay (pictured below, left with director Bruce Buck) said: “We share many philosophies when it comes to how the respective organisations are run, from the development of young talent to constantly striving for success.
“This partnership will benefit us both greatly, with the potential to create unique commercial opportunities.
“It is a shared vision to unite the two most attractive sports in the world.”
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