By Andrew Warshaw at the International Football Arena conference in Zurich
November 12 – A groundbreaking new sponsorship deal will be announced in the next two months between Chelsea and the Sauber Formula One team, the club’s chief executive Ron Gourlay revealed today.
The European Champions League holders and Sauber launched the innovative partnership in April to cross-promote their brands in order to increase global awareness.
But the pioneering arrangement between arguably the world’s two flashiest sports will now move a significant step forward with a commercial sponsor for the first time putting its name to both entities.
Speaking here, Gourlay said: “The first commercial joint venture will be announced in two months’ time.
“You are going to see some results of the partnership very, very soon.
“It’ll give us the foundation and platform to build.”
With so many footballers interested in fast cars, said Gourlay, the partnership with the Swiss-based Sauber team was a perfect fit.
“They are all into racing so if you are going to pick another sport, Formula One is the one,” he explained.
“Neither of us wants this to be a failure.
“We have not just jumped into it; we have entered into a long-term project.
“When we deliver one or two [joint] sponsors, other clubs will see why we did it.
“It’s wider than just commercial.
“We both want to be winners in our field and have the same values.
“Through our relationship with Sauber, we can go into 19 different markets in one season.
“It’s about reach and building our fan base on a global basis.”
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