Sauber confirm sponsorship from football team Chelsea

2012 F1 season

Sauber C31 with Chelsea sponsorship, 2012Sauber have confirmed a new sponsorship deal with English Premier League football club Chelsea.

The C31 will race with Chelsea logos from the next round of the world championship in Spain.

Team CEO Monisha Kaltenborn said: “A partnership like this between Formula One and Football has never existed before in this form, yet there are numerous commonalities and possible synergies.

“In either case we are talking about team sport at the highest ?ǣ and international ?ǣ level. The Sauber F1 Team and Chelsea FC are dealing with many of the same sporting and commercial topics and we want to strengthen each other in these areas. We are looking forward to exploiting these opportunities, and we congratulate Chelsea on making it to the final of the Champions League.”

Sauber dropped hints about the forthcoming deal by running the slogans “Out of the blue” and “True blue” on its cars’ engine covers in the last two races.

The deal will also see Sauber logos displayed on advertising boards at Chelsea’s stadium.

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68 comments on Sauber confirm sponsorship from football team Chelsea

  1. Magnificent Geoffrey (@magnificent-geoffrey) said on 30th April 2012, 8:29

    I have absolutely no idea how I should be feeling about this. Should I be happy? Worried? What does this mean?

  2. nemoqueverto (@nemoqueverto) said on 30th April 2012, 8:40

    I have to admit Peter Sauber is doing a fantastic job. There are no reasons to be worried but rather happy. I must say I like this kind of cross multi marketing bussines ventures thinking… It could bring some more interesting partnerships in the future – which is good for the sport of course.

  3. Maciek (@maciek) said on 30th April 2012, 8:52

    I like it – crosssportsnorship! How cool would the Lotuses look with a Boston Bruins logo?

  4. damonsmedley (@damonsmedley) said on 30th April 2012, 9:13

    Woo, amazing… I think. Actually, it can’t be as bad as Superleague Formula. No idea what the person that created that was taking at the time…

    • Prisoner Monkeys (@prisoner-monkeys) said on 30th April 2012, 9:16

      I’m more interested to know what they were taking in 2011. As weird as the cocnept behind the series was, it was actually starting to make sense. Then they went ahead and made some changes that were as pointless as they were major, apparently modelling the series on A1GP. Unsurprisingly, the series went down the drain.

  5. Prisoner Monkeys (@prisoner-monkeys) said on 30th April 2012, 9:14

    … They couldn’t have done something about the livery? I know Mr. E doesn’t like it when teams change their designs mid-season, but even he has to admit that the dark grey is very unflattering and that the team could use a healthy injection of colour. Like blue.

  6. dutch in sweden (@dutch-in-sweden) said on 30th April 2012, 10:09

    With now most of the sponsers having blue and red they should loose the black on the car

    • Prisoner Monkeys (@prisoner-monkeys) said on 30th April 2012, 10:28

      @dutch-in-sweden – The problem is that Bernie doesn’t like it when teams change their liveries mid-season. He’s okay with it when it’s a major change, like when Spyker bought into Midland, or when elements of the design are changed, like the artsy Renault “Team Spirit” designs for races where tobacco sponsorship was banned. But he’ll frown upon a major change for the sake of it.

      Maybe there will be more blue in the future, if Chelsea stay with Sauber. But I can’t see them doing an overhaul this year.

  7. HoHum (@hohum) said on 30th April 2012, 10:18

    So , Petrov to Sauber when Perez goes?

    • Prisoner Monkeys (@prisoner-monkeys) said on 30th April 2012, 10:40

      Why, because of Abramovich?

      It’s more likely that Esteban Gutierrez will join the team when an opening becomes available. Gutierrez is backed by Carlos Slim, and Slim has a much greater presence within the team than Abramovich does.

      • pejte (@pejte) said on 30th April 2012, 11:00

        Is Petrov actualy linked with Abramovich or the link is made up just because they are both russian? :)

        • Prisoner Monkeys (@prisoner-monkeys) said on 30th April 2012, 11:16

          @pejte – I’m pretty sure he’s just making the connection because they’re Russian. Both Abramovich and Aleksandr Petrov have good relationships with Vladimir Putin, but if someone was trying to reserve a seat for Petrov at Sauber, then there are easier ways of doing it than getting Chelsea logos on the car, especially if they want a Russian driver in a (reasonably) competitive car for 2014 and the Russian Grand Prix.

          I think the only way Vitaly Petrov will join Sauber is if both Perez and Kobayashi go. Which wouldn’t actually be all that suprising; Perez is constantly named as a possible replacement for Felipe Massa, and Kamui Kobayashi hasn’t been delivering much in the way of results for a year now; you have to co back to Canada last year to find his last string of points finishes.

      • JCost (@jcost) said on 30th April 2012, 15:28

        Spot on PM.

        • Kingshark (@kingshark) said on 1st May 2012, 2:18

          and Kamui Kobayashi hasn’t been delivering much in the way of results for a year now; you have to co back to Canada last year to find his last string of points finishes.

          Wow, good point you’ve made PM. I remember Kobayashi merely scoring a few points an Abu Dhabi, Australia, and China – But I can’t believe he’s been so uncompetitive as of late; I think Perez constantly out-performing him as seriously buried his mentality.

  8. Nick.UK (@) said on 30th April 2012, 10:26

    If that is the actual way they’ll present the logo on the car, they should be shot! How long did that take, 3 second to type out on MS Word… Put some effort it for god’s sake!

    • Prisoner Monkeys (@prisoner-monkeys) said on 30th April 2012, 10:59

      Put some effort it for god’s sake!

      Sponsor logos are usually dictated be sponsors. The teams don’t get too much say in it, and the sponsors don’t like it if teams start fiddling with the design.

      The article also says that the car will carry Chelsea FC logos, which look like this. The “WELCOM CHELSEA FC” might be a promotional thing for the time being.

  9. moshbeard (@moshbeard) said on 30th April 2012, 11:12

    I’m glad for Sauber from a funding perspective but it’s a pretty sad day when you see a sports team sponsoring another sports team. It shows how little football means to Chelsea, it’s more about the commercial side of things. Sports teams are the ones who need sponsorship to allow them to compete, if they’re making so much money they can afford to sponsor someone else it shows the funds aren’t being put into the team like they should be.

  10. Bullfrog (@bullfrog) said on 30th April 2012, 11:16

    It’s a good effort getting Chelsea in the news today, when everyone’s on about the Manchester game tonight (including all the Aussie F1 drivers here and here!) and they’re interviewing a new England manager.

    There’ll be a few puzzled Chelsea fans wondering what the “Sauber F1 Team” is trying to sell. If the deal’s declared a success, I guess Tony Fernandes might do the same with Caterham and QPR (if they stay up). At least he has some cars to sell.

  11. topdowntoedown (@topdowntoedown) said on 30th April 2012, 11:24

    Does this mean they’re about to sign a misunderstood Spaniard from a red team for a huge amount of money, just before he forgets how to do his job?

    We shouldn’t forget who owns Chelsea – Roman Abramovich. And next year the first Russian GP will be held at Sochi…

    • Prisoner Monkeys (@prisoner-monkeys) said on 30th April 2012, 11:42

      @topdowntoedown

      And next year the first Russian GP will be held at Sochi

      The Russian Grand Prix won’t take place until 2014. And if the Intenational Olympic Committee think that construction of the circuit will interfere with preparations for the Olympic Games – since the race is being held at the Sochi Olympic Precinct – then they’ll delay it until 2015.

  12. egsgeg said on 30th April 2012, 11:39

    What does this football team get out of this? o.0

    • AndrewTanner (@andrewtanner) said on 30th April 2012, 13:46

      DRS for their players?

    • Ace (@ace) said on 30th April 2012, 14:24

      Fans maybe? It’s kinda working already. I don’t follow football, partly because I’ve never felt a connection with any team. Now I suddenly want Chelsea to do well. If I was flicking channels and came across a Chelsea game, I might now give it a watch.

      Similar, I guess, to how I started paying attention to how well Queen’s Park Rangers were doing since the F1 connection.

      Still, won’t be buying any merchandise just yet.

  13. maxthecat said on 30th April 2012, 12:03

    Ermmm aren’t football teams meant to get sponsors not be sponsors? This seems more like Roman Abramovich dipping his toes into F1 with a view to buying up Sauber.

    • Prisoner Monkeys (@prisoner-monkeys) said on 30th April 2012, 12:23

      Interesting theory. When Peter Sauber managed to salvage the team for 2010 in the wake of BMW’s withdrawal and the QADBAK fiasco, it was rumoured he would only hold onto the team long enough to bring some stability back in and build up a bit of momentum. That was three years ago, and there is going to come a time where he has to re-retire. Monisha Kaltenborn has all but taken over from him, and no doubt she is looking to secure the future ownership of the team. Carlos Slim – who sponsors the team through Telmex, Claro and Telcel – was said to be looking at buying it up and rebranding the team under a Mexican banner, but so far nothing has come of it. Abramovich is certainly the kind of person who could help Sauber; he has connections to Gazprom Neft, the oil-producing sector of Gazprom, the largest company in the world. And Gazprom has dabbled in motorsports before – they backed Mikhail Aleshin in 2010 after Aleshin lost backing from the other big Russian oil company, Lukoil.

      That said, there’s only really tenuous connections of anything, so it’s difficult to predict what the next move might be.

      • Kimi4WC said on 1st May 2012, 0:15

        Russia own big chunk of Gazprom, so I’d imagine that means either Russian or German driver should be in that car to represent Gazprom’s interest. German is because with Baltic pipe, Germany have very big importance for Gazprom. Lukoil is the only really big private oil company in Russia.
        All of them of course are buddies with Abramovich, who him self owned Sibneft, but was forced to give it up for the benefit of Russia, which left him with 80bn fortune that he must use up to promote Russia around the world. A deal that Khodorkovski didn’t like, which led to collapse of Yukos(larges Russian Oil company at time) and him in prison.

        Or maybe Abramovich is just really eager to see Chelsea to become greatest FC in the world and he want’s all the promotion he can get :)

        • Prisoner Monkeys (@prisoner-monkeys) said on 1st May 2012, 6:12

          All of them of course are buddies with Abramovich, who him self owned Sibneft, but was forced to give it up for the benefit of Russia, which left him with 80bn fortune that he must use up to promote Russia around the world.

          If Abramovich wanted to promote Russia through Formula 1, it would be easier to spend that money backing Caterham or Marussia rather than buying into Sauber. Alternatively, he could find a promising young Russian driver – like Sergey Sirotkin – and back his career; if Sirotkin maintains his current pace, he’s bound to end up in Formula 1 some day. The downside is that that day probably won’t be until 2015 or 2016, by which time the Russian Grand Prix will have already been established.

          If Abramovich wants to get involved in Formula 1, then this is probably a good way of doing it. He gives money to Sauber, and gets a little more coverage for Chelsea. If they improve, he can increase his investment and maybe stary buying into the team. If they don’t, then he can back out, having gotten his money’s worth in coverage.

      • raymondu999 (@raymondu999) said on 1st May 2012, 7:31

        Does Kaltenborn take an operational role? I thought her job was CEO, more on the business side.

        • Prisoner Monkeys (@prisoner-monkeys) said on 1st May 2012, 9:17

          @raymondu999 – She seems to be taking over more and more managerial tasks. I’m pretty sure Peter Sauber skipped the Chinese Grand Prix, and Kaltenborn filled in his role for the weekend. He will, after all, be 70 this year. Sooner or later, he’s going to have to retire, and he no doubt wants a successor in place before he does so (or, heaven forbid, he dies before he can retire). Kaltenborn appears to be that successor.

          • raymondu999 (@raymondu999) said on 1st May 2012, 9:19

            Possibly. I don’t follow the “corporate” side of issues in F1 all that much.

            Mind you – passion knows no bounds though. You never know how long Peter Sauber will stay in the pitlane for!

  14. hey (@hey) said on 30th April 2012, 12:38

    I don’t think it’s pedantic to point out that this is a partnership, not a sponsorship. It’s a lot less weird when you know it’s going both ways.

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