TW Steel has been named official timing partner of the Formula 1 race team Sahara Force India, ahead of the opening of the 2013 race season.
The multi-year partnership was unveiled at the launch of Sahara Force India’s 2013 entry to this year’s competition, which took plave at Silverstone earlier this month.
The iconic two-dot logo of TW Steel is set to feature prominently on Sahara Force India’s major brand platforms, including on the dropdown timing monitors used in the garages and on the sleeves of the drivers’ race-suits.
The brand is also plans to produce an official Sahara Force India team watch for retail while pushing the partnership on a global level through its 6,000 retail outlets.
TW Steel chief executive and co-owner Jordy Cobelens said: "I’m naturally very excited to be partnering with Sahara Force India. We know the merits of being involved with a team competing in Formula One and the brand awareness that brings. Our new partnership represents a relationship where both parties are keen to bring success to each other."
Cobelens added that the partnership will help drive awareness in India, a key growth market that the brand is targeting in its on-going global development.
Sahara Force India’s principle and managing director Dr Vijay Mallya said: “The partnership with TW Steel is the perfect way to begin the 2013 season and we’re delighted to welcome them to the Sahara Force India family.
"With the global reach of Formula One, our unique positioning in the Indian market place and our shared ambition for success on the track, I am sure that the relationship will bring big rewards for both TW Steel and Sahara Force India.”
The 2013 Formula One season launched with the Australian Grand Prix on March 17. TW Steel has enjoyed a long association with motorsports, previously collaborating with F1 driver David Coulthard on a timepiece and marketing campaign, among other retail-led initiatives.