Racing Point Start Afresh with SportPesa Sponsor Deal
With Force India falling into administration at a crucial part of the 2018 Formula One season, we then saw a new team in F1 as Racing Point emerged to take over the ruins. With their distinctive pink branding, the organisation, led by Lawrence Stroll, made something of a mark as they made their debut.
Breaking into the top end of the Constructors’ Championship is the ultimate aim for any team but with Mercedes and Ferrari dominating, that’s a tough task. Consolidation is, therefore, the name of the game for Racing Point in 2019 and they will be hoping that target can be achieved thanks to the involvement of SportPesa.
Welcome on Board
We know that SportPesa have been an active sponsor in the world of football where they have previously tied up high profile deals with the likes of Everton and Southampton in the English Premier League. They have also been involved in similar arrangements in Africa where the company originates from but this announcement represents something of a departure for the sportsbook and casino.
The deal is for an initial two years and is thought to be worth in the region of $18 million so this is a significant step for both parties. It could be assumed, therefore, that both sides are very happy to welcome the other on board.
In the Pink?
It appears that a spokesperson for Force India has declined to comment on the deal with SportPesa. Meanwhile, much of the speculation following the announcement concerns the suggestion that Racing Point may be ditching the team’s iconic pink livery.
Anyone who is genuinely concerned in this respect could look to a possible precedent in the world of Premier League football. SportPesa are the headline sponsors of Everton Football Club and on the players’ away shirts for the 2018/19 season, the operator’s logo is shown in vivid pink text. There may, therefore, be nothing to worry about moving forward but clearly the SportPesa logo will be far more visible on Racing Point cars in 2019.
The sponsor has also been strangely quiet on the deal but quotes on the subject are likely to come out in the days ahead.
Sponsorship in Formula One and motorsport in general has been available for some time but the gambling companies have been unusually slow to get involved. This may be because live betting has been slow to attach itself to this sport but technical developments will see that situation change from the 2019 season onwards. SportPesa’s entry may therefore lead to a flood of new partnerships moving forward.
There are certainly multiple benefits in doing so: We’ve seen that the sportsbook and casino has had to invest a significant amount of money in order to attach their name to the Racing Point team but there will be considerable exposure in return. The SportPesa brand will be clearly visible on race days and with millions watching from around the world, that $18 million investment may prove to be money well spent.