Lotus announce tie-up with Columbia Records

The Lotus Formula One Team, whose driver Kimi Raikkonen won the season-opening Australian Grand Prix in Melbourne last weekend, has entered into a new partnership with Columbia Records.

As part of the tie-up, the American music label will offer free-to-stream playlists on Lotus’ official website and CDs at the team’s hospitality during races, whilst its ‘Walking Eye’ logo will feature on Lotus’ E21 cars throughout 2013.

Announcing the partnership on their website on Saturday, Lotus said that ‘bespoke CDs and vinyl products, as well as music guests and performances are also on the menu, with a few surprises thrown in along the way…’

The deal is part of Lotus’ new commercial philosophy which has seen the team sign an innovative series of deals with the likes of Coca-Cola's energy drink Burn and Rovio, the makers of the popular Angry Birds mobile game, over the last year or so. Lotus team principal Eric Boullier said: “This is a fantastic partnership for Lotus F1 Team and another brick in our communications activation plan. For the past two seasons, we have demonstrated our love of music and our capacity to reach a brand new audience through our press releases featuring song titles, our app with Linkin Park and our CD compilation.

“To partner with Columbia Records and to have access to their impressive line-up of performers is superb for us. We are looking forward to showcasing Columbia’s artists in exciting and innovative ways and bringing a musical edge to the paddock in 2013."

Mark Terry, co-managing director of the Columbia Label Group, added: “From our first meetings with the Lotus F1 Team it’s been obvious that they have a great commitment to a music strategy that will be hugely beneficial to Columbia and our artists as well as the Lotus F1 family. We have some exciting activations planned and it’s going to be a thrill to see our iconic label on the E21."

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