Comments
Sahara Force India, the Formula One Team, has teamed up with Varlion, the Madrid-based fashion brand, which has joined as official lifestyle partner in a multi-year deal. Varlion will produce a licensed range of leisure products to be available through the team’s recently launched E-shop.
Varlion will also focus on developing a fresh concept for the team’s trackside clothing to be introduced from the 2014 season onwards.
This is the second engagement by Sahara Force India. Earlier, it had teamed up with Mercedes-Benz in a long-term agreement for the Silverstone-based team to use a full Mercedes-Benz powertrain from the 2014 season onwards.
Mercedes-Benz is to supply Sahara Force India with a complete power unit (internal combustion engine plus energy recovery system), transmission and all associated ancillary systems under the new regulations for 2014.
In the case of the fashion brand, Sahara Force India has said the Varlion logo will be visible from this weekend’s British Grand Prix, with branding on the garage panels, transporters and team marketing materials. From 2014, the logo will be on the team’s race cars, as well as on the uniforms of team personnel.
Originating from Argentina, but operating out of its headquarters in Madrid, Varlion is a fashion brand in sport and lifestyle. The brand's involvement in motorsport has seen Varlion supply official technical, travel and race wear for Formula One teams, in addition to creating a lifestyle range inspired by the heroics of World Champion Juan Manuel Fangio and race winner Carlos Reutemann.
In a statement, Vijay Mallya, Managing Director of Sahara Force India noted that the relationship with Sahara Force India clearly demonstrates Varlion’s ambition to expand into international markets, including India, and benefit from the sport’s global footprint.
Felix Regalia, Managing Director of Varlion added: ``Formula One is the perfect environment to test our products and we plan to design and develop new materials to suit the requirements of the trackside team. It is our mission to help make Sahara Force India the best dressed team in the pit lane.''
Sahara Force India Formula One Team is in its sixth year of competition in the FIA Formula One World Championship. The team was founded in 2008 when Vijay Mallya, Chairman of the UB Group, launched the first-ever Indian Formula One team.
The cars incorporate the colours of the Indian flag and the team is a sporting representation of the emerging generation of young, aspirational Indians.
amritanair.ghaswalla@thehindu.co.in
Comments
Comments
Comments have to be in English, and in full sentences. They cannot be abusive or personal. Please abide by our community guidelines for posting your comments.
We have migrated to a new commenting platform. If you are already a registered user of TheHindu Businessline and logged in, you may continue to engage with our articles. If you do not have an account please register and login to post comments. Users can access their older comments by logging into their accounts on Vuukle.