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Infiniti to become Red Bull's title sponsor in 2013

ESPN Staff
November 25, 2012 « Alonso proud regardless of title outcome | Good result will be important for future - Senna »
Infiniti branding has been on the Red Bull since 2011 © Sutton Images
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Infiniti has signed a four-year deal to become the title sponsor of Red Bull from 2013, meaning the team will officially be known as Infiniti Red Bull Racing.

The new deal is a step up from Infiniti's existing relationship with Red Bull and the car brand, which is part of the Renault-Nissan Alliance, will increase its involvement from purely commercial to a technical partnership going forward.

"Red Bull Racing and Infiniti have been working on a number of initiatives since the start of our relationship in 2011," Christian Horner said. "During that time, Infiniti has demonstrated significant technical prowess and I've been impressed by the depth of the wider engineering capabilities of the Nissan Motor Company.

"In terms of marketing, Infiniti has leveraged their involvement with Red Bull Racing and Formula One extremely effectively to become much better known in a short space of time. These two attributes make Infiniti the ideal title and technical partner for Red Bull Racing."

President of the Renault-Nissan Alliance, Carlos Ghosn, made clear that the Red Bull's engines would continue to branded as Renaults in order to avoid any confusion with between the two brands' separate responsibilities.

"I don't think we want any confusion within the Alliance as to who does what," he said in the Interlagos paddock on Sunday. "Renault changed and adapted its strategy in 2008 when most of the [manufacturer] teams went out of F1 and Renault stayed. We just changed our strategy and instead of being just a one-team player we wanted to be a multi-team player by bringing the heart of the competition, which is the engine. By having Renault supplying today one third of all the cars running and being for the third year in a row [constructors']champions with Red Bull is a validation of the strategy we have taken."

Ghosn added: "Infiniti as a premium car producer and marketer associating its name to Red Bull, particularly through a very thorough and sophisticated marketing effort. It has at the first result, brought the awareness of the Infiniti brand higher than the level we were targeting and now we are going to go for an even higher level of awareness of Infiniti in many markets and particularly in emerging markets. And then the sky is the limit and we are going to continue work together to find new ways of collaboration both on a technical level and also in marketing."

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