Dennis, who took back the role of McLaren Group CEO in January, told media at the team’s base: “Our cars will not feature a title sponsor at the first event, but it will definitely feature a title sponsor in the next few events.”
Dennis likened the team’s position to that of successful football team Manchester United.
“Inevitably, when you have a run of poor results people push the rate card down.”
“I won’t accept that,” he said. I know what this company is. I know what this grand prix team can achieve and that requires the correct recognition when it comes to the commercial relationship with the principal sponsor.”
Ahead of last season McLaren announced previous title sponsor Vodafone would not be remaining with the team and that a replacement would be revealed in December. However no new sponsor has yet been announced.
Dennis indicated the team was looking for a long-term arrangement and had declined offers from sponsors looking to occupy the one-year gap between Vodafone leaving and McLaren commencing a new engine supply arrangement with Honda in 2015. “We turned away stopgaps,” he said.
2014 F1 season
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Image © McLaren/Hoch Zwei