Smirnoff partners Sahara Force India Formula One team

Smirnoff, a premium vodka brand, is on a mission to bring down the velvet rope around racing via its new partnership with Sahara Force India Formula One Team. The partnership provides a platform for Smirnoff within one of the world's most iconic sports enjoyed by millions of fans around the world.

It brings together two brands with a shared ethos to open up access to one of the world's most elite sports for everyone. The fan-centric alliance will be focussed on helping lovers of the sport get closer to drivers, nearer to top quality race action and further away from exclusivity.

Smirnoff will use its position as an official partner of the Sahara Force India Formula One Team to deliver a powerful anti-drink drive message, the company said in a statement.

Vijay Mallya, Team Principal and Managing Director of Sahara Force India, said: 'It's fantastic to see Smirnoff join the world of Formula One. It's an iconic, global brand and we welcome them to the Sahara Force India family. As a team we've always mixed the highest professionalism on the track with great celebrations away from it and our partnership with Smirnoff reinforces these values. As we continue to make progress on the track, Smirnoff is the ideal brand to help celebrate these moments and open up the sport to new fans.'

The partnership will see Smirnoff branding featured on the VJM07s of Sahara Force India drivers from next weekend's Spanish Grand Prix in Barcelona. Logos will appear on the rear wing and top of the chassis, with branding on the sidepods at key races. Drivers' suits, helmets and team clothing will also carry the famous Smirnoff eyebrow logo.

Matt Bruhn, Smirnoff Global Brand Director, added: 'We love Sahara Force India's story, as well as its ability to help us communicate about responsibility and top quality performance. This team is shaking up how we perceive racing and giving the establishment a real run for its money. We are thrilled to help them bring fans closer to the action and have lots of fun with this energetic, exciting team along the way.'

Sahara Force India is also launching a new merchandise range at the Spanish Grand Prix. he team is working with Smirnoff to find members of the public to model the team's new look. This is available from May 7 through the team's website.