Aston Martin Racing has signed a deal with the global personal products group Procter and Gamble (P&G), which sees leading household-name brands Gillette and Head & Shoulders become
partners of its 2013 FIA World Endurance Championship (WEC) and Le Mans 24 Hours campaign.
The one-year contract continues Aston Martin factory driver Bruno Senna’s long-standing relationship with P&G and branding will first be seen on the car at Aston Martin Racing’s season opener the ALMS 12 Hours of Sebring.
Along with prominent branding on the #97 Aston Martin Vantage GTE, with which the British racing team will compete this year, the Brazilian will don the iconic logos on his race suit and helmet.
Jeremy Scoones, head of partnerships at Aston Martin Racing, comments: “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 maximise this extremely exciting new collaboration.”
Thiago Icassati, marketing director at Gillette, adds: “We are happy to stick with Bruno for the third running year, now in another series. We believe in strengthening the brand through sport and doing so not only conquering the consumers, but also the fans. By increasing the knowledge of the brands it is possible to attract different opinion leaderships.”
Colleague Juliana Azevedo, marketing director at Head & Shoulders adds: “We have been supporting sports as football, MMA and great names of the sports such as Lionel Messi, Michael Phelps and Lyoto Machida. With Bruno we set up a strong partnership to consolidate our already strong presence in the sports”,
Bruno Senna comments: “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 FIA World Endurance Championship is an eight round series that includes the 24 Hours of Le Mans as the fourth round. It visits, the UK, France, Belgium, China, Japan, Bahrain, USA and Bruno’s home country Brazil.
The branding will first be seen on the car at the 12 Hours of Sebring, which Aston Martin Racing is using as a warm up for the start of the WEC season at Silverstone next month.
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