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Rexona and Clear to sponsor Lotus F1 team

Unilever’s Rexona and Clear have signed a joint sponsorship deal with the Lotus F1 team.

Rexona for Men and Clear Men share Formula 1’s target audience of affluent men in their mid-30s.

“The passion for business and desire to win is shared both at our factory here and in the offices of Clear and Rexona and this will ensure a very beneficial partnership in the years to come,” says Lotus F1 team principal Eric Boullier.

Formula 1 has an annual audience of more than 527 million viewers across 180 countries.

In Asia and other emerging markets, Formula One generally appeals to younger male opinion leaders whilst in North America and Europe it attracts a broader following as it is more established and has a greater history.

Lotus F1 also recently announced that 2007 world champion Kimi Räikkönen is joining their team.

David Hing, London