Top Story


Home >> Marketing >> Article

Kingfisher Airlines enters F1 circuit in partnership with Toyota Motorsport

Font Size   16
Kingfisher Airlines enters F1 circuit in partnership with Toyota Motorsport

Kingfisher Airlines has announced a multi-year partnership deal with Toyota Motorsport GmbH. With this deal, Kingfisher Airlines enters the high-profile Formula 1 circuit and will be designated as official partner for the Toyota Racing Team of the Köln-based Toyota Motorsport GmbH. Rated as one of corporate India’s biggest overseas brand partnerships, the deal will initially be for a period of two years, commencing with the 2007 racing season.

The deal also marks the largest sports partnership programme so far for the 21-month old Kingisher Airlines. It is for the first time ever that an Indian airline has partnered on this scale with anyone in the F1 circuit worldwide.

Sharing the vision behind partnering with a global sports event of this scale, Dr Vijay Mallya, Chairman and CEO, Kingfisher Airlines Lts, said, “Of all the available sponsorship opportunities and platforms, Formula 1 is the most premium and the most visible one. This association will naturally enhance the image of Kingfisher Airlines and catapult it to a league of select and renowned international brands that typically support Formula 1 initiatives. The shared values of Kingfisher Airlines and Formula 1 racing – a dedication to innovation, delighting viewers and guests, and commitment to absolute excellence are highly complementary.”

He further said, “Given the ever-increasing volume of inbound international visitors into India, it makes eminent sense for Kingfisher Airlines to leverage a global sports platform like Formula 1 to augment visibility and appeal for all audiences worldwide. Besides, we intend to weave together a series of compelling consumer engagement initiatives that will reward our guests flying on board Kingfisher Airlines with free opportunities to watch Formula 1 races live amongst other exciting rewards.”

Starting from the next Grand Prix, the distinctive ‘Fly Kingfisher’ insignia will feature prominently on the TF107 Formula 1 racing cars at race events across the globe. The ‘Fly Kingfisher’ insignia will also appear on the drivers’ helmets and overalls as well as all corporate branding platforms.

John Howett, President, Toyota Motorsport, said, “This partnership is exciting news, not just for Panasonic Toyota Racing, but for Formula 1 in general. We hope this partnership will strengthen Formula 1’s position in India and bring Panasonic Toyota Racing to the people of India. We are grateful for the support of an ambitious and successful brand like Kingfisher Airlines and we will help them as they expand into an international operation.”

The deal was inked just ahead of the official unveiling of Toyota’s long-awaited 2007 challenger, the TF 107 at Cologne’s ‘Expo XXI’ exhibition grounds, in the team’s home town. The announcement was made by Mallya and Howett.

This partnership between Kingfisher Airlines and Toyota Racing team will aim to raise the profile of the team and Formula 1 in India while showcasing the Kingfisher Airlines brand to the world.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

There was reportedly an altercation between the two in Bodhjung Nagar, Tripura

The New Realities study in India is its sixth year. Over 600 online interviews (per country) were conducted in seven countries, as a part of the study.

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017