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Home | News | Marketing | Warsteiner's new race sponsorship

Warsteiner's new race sponsorship

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Could a high speed bottling line outpace a race car?

Backs Audi Sport Abt Team in Formula E season

Warsteiner, no stranger in years past to motorsports, is back on the track with a sponsorship of the owner-operated Audi Sport Abt Team and its drivers Daniel Abt and Lucas di Grassi for the 2014-15 Formula E season.
 
There will be 10 races staged in cities around the world this season, with the first already wrapped up in Beijing. The Formula E circuits aren’t out-of-town tracks; rather, the races are staged in city centres proper, supported by concerts and other music events.

Warsteiner Group marketing director Jordi Queralt noted, “The unique combination of motorsport and music in an urban environment is not only exciting for motorsport fans, but will also appeal to many new and interesting target groups for Warsteiner.”

Formula E, which has its teams make use of the same chassis, electric engines and tires, also involves social media in unusual fashion. The ‘Fan Boost System’ allows fans around the world to vote via Twitter for their favourite driver during races. The drivers with the most votes will receive an additional energy boost in the final round of the race by an increase in their battery capacity.

Upcoming races will be staged in Malaysia, Argentina, United States and in Berlin, Germany. The season ends in June 2015, in London.

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