Senna’s arrival prompts P&G deal with Aston Martin Racing

Bruno Senna at the wheel of the Aston Martin

Aston Martin Racing has signed a new sponsorship agreement with consumer products giant Procter and Gamble (P&G).

The one-year contract will see some of P&G's best-known brands, including Gillette and Head & Shoulders, partner the British team’s 2013 FIA World Endurance Championship (WEC) campaign, which includes the Le Mans 24 Hours race.

P&G’s investment follows the arrival at Aston Martin Racing of former Formula One driver Bruno Senna, who has a long-standing relationship with the company.

The partnership began at last weekend's Sebring 12-Hour race, during which P&G branding was seen on Senna’s No.97 Aston Martin Vantage GTE, as well as his race suit and helmet. Jeremy Scoones, head of partnerships at Aston Martin Racing, said: "We are delighted to welcome the Gillette and Head & Shoulders brands to the Aston Martin family. They are both iconic, premium brands, which fit perfectly within our partnership portfolio.

“We are looking forward to working very closely with P&G to activate our partnership, ensuring both parties maximize this extremely exciting new collaboration."

Senna added: "I’m glad to count on sponsors such as Gillette and Head & Shoulders supporting my career and trusting in my potential. We have been together for nearly three years and during this time we have built a very close, almost family-like relationship. I’m looking forward to introducing them to the WEC."

The eight-round 2013 FIA World Endurance Championship begins at Silverstone on 14th April. SportsProMedia