While other brokers have turned to football and rugby, Saxo Bank has focused its sports sponsorships to teams on wheels. Announcing their second racing sponsorship of the year, Saxo Bank will continuing their sponsorship of the Lotus F1 Team for 2015 and driver Romain Grosjean. The news follows a January extension of their sponsorship deal with Danish GP2 driver Marco Sorensen. As part of the current extension, Saxo Bank’s logo will be placed on the rear wing of the black and gold Lotus F1 Team Car.
With both drivers attending the press event about the news, Saxo Bank Co-CEO and Co-Founder Lars Seier Christensen introduced them to their other wheel-based sponsorship, the Tinkoff-Saxo cycling team. As avid bicycle riders, Christensen provided each driver with a bike sponsored by Specialized and used by the Tinkoff-Saxo team.
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The sponsorships represent Saxo Bank’s continuation of positioning its image towards high-net worth individuals, with average client sizes well above those of the rest of the online trading industry. As part of the sponsorship, Saxo Bank will be able to use the Lotus F1 in their marketing campaigns and will have the ability to invite clients to special seating locations at races as well as Lotus factory tours.
Commenting on the sponsorship, CEO of the Lotus F1 Team Matthew Carter stated, “Saxo Bank is a fantastic partner whose values very closely match our own. We began our relationship at the start of 2014 with Saxo Bank as Official Business Partner, and the relationship has subsequently grown and strengthened thanks to Saxo’s commitment and the value they gain from the partnership. For us, 2015 is the season where we intend to bounce back and everyone is very excited about our new car, the E23 Hybrid, and our new partnership with Mercedes AMG High Performance Powertrains. Saxo Bank is a vital part of this fight back against more established and bigger players in our field, helping to cement us as an effective challenger brand.”