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The Sahara Force India F1 VJM10. Sahara Force India F1 VJM10 Livery Reveal, Tuesday 14th March 2017.

While many bemoan the lack of title sponsorship in Formula 1 these days, Force India is one team that’s put their head down and got on with the business of actually going out and hunting down sponsors instead of just waiting for F1 prize money and I applaud that 10-times over. 

In recent years, it seems teams have resigned themselves to just living off the prize money instead of engaging the hard work of marketing and sponsorship engagement. That’s not completely fair to all the teams who work hard at it but to be honest, it seems the bird in hand is easier than the bird in the bush for some of them. 

That’s not the case for Force India and their new sponsor has begat an all-new color scheme that I think it terrific and a departure from the multiple shades of black, silver, gray and red. Here are the details:

The VJM10 will race in pink, magenta and silver to mark the beginning of a long-term relationship with the Austrian-headquartered water brand. The new colours will make their debut at the season-opening Australian Grand Prix in Melbourne.

The partnership represents BWT’s first involvement in Formula One as the brand takes advantage of the sport’s global footprint to promote its unique water treatment products, such as the BWT Magnesium Mineralizer. BWT’s presence is also reinforced with the BWT pink helmets of Sergio Perez and Esteban Ocon to complement the unique BWT pink car.

Dr Vijay Mallya, Team Principal and Managing Director of Sahara Force India:

“The arrival of BWT in Formula One is huge news and represents one of the most significant partnerships in our ten year history. It’s a sign of how far we have come as a team with our strong results and completes a solid commercial performance over the winter. For 2017 our cars will sport a vibrant new colour scheme with a smart matte finish. Changing the colour of our cars is an indication of the strength of this new partnership and a real statement of intent from BWT as they begin their relationship with the sport of Formula One.”

BWT CEO Andreas Weißenbacher, on BWT’s decision to sponsor a Formula 1 team, says:

“The collaboration with Sahara Force India is an important part of our brand-globalisation strategy and will dynamically increase awareness of our brand around the world. We share with Formula 1 – the premier league of motor sport – the passion we show every day in trying to achieve the best possible standards for our elixir of life, H2O, enabling us to meet the demanding requirements for quality, health, safety and hygiene and drive the development of new technologies.”

About BWT

The Best Water Technology Group (BWT) is Europe‘s leading water technology company. BWT’s 3,300 employees aim to supply private, industrial, business, hotel and public sector customers with innovative, economical and ecological technologies that guarantee maximum safety, hygiene and health in the daily use of water – the precious elixir of life. BWT provides state-of-the-art water treatment technologies and services for drinking water, pharmaceutical water, process water, heating water, boiler water, cooling water, water for air-conditioning systems and water for swimming pools. Our Research & Development teams use the latest methods developed to work on new processes and materials to create products that are both ecological and economical. A key development issue is a reduction in the products’ consumption of operating resources and energy to minimise CO2 emissions.

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An F1 fan since 1972, NC has spent over 25 years in the technology industry focusing on technology integration, AV systems integration, digital media strategies, technology planning, consulting, speaking, presenting, sales, content strategy, marketing and brand building.

  • Fred Talmadge

    Well that’s going to stand out nicely.

  • peter riva

    Go faster Pink!

    • Zachary Noepe

      Like a panther.

  • Tim C

    Force India can find sponsors and McLaren can’t . . . there is something wrong with that. Congrats to Force India!

  • jiji the cat

    Brilliant. I know one little girl that’s going to love it.

  • Gavin Regan

    So let me get this straight. Before last season, they were almost Aston Martin Racing and now the car is pink. Wow

  • ETM

    Jean Girard has returned to Formula Un.

  • Tom Firth

    BWT have sponsored a number of race cars the past few years through a link with German team Mücke Motorsport in ADAC F4, Euro F3, previously DTM and I think ADAC GT Masters so its good to see them expanding that commitment to F1. Not my first colour choice and it will take a bit of getting used to in F1 I think but hey if it pays the bills, it’s worth the colour choice.

  • JasonSCarter

    Perez “You like my pink dress? You like it?”

  • Zachary Noepe

    While most of the world laments the broken state of F1 Force India makes it work on track and off. I’m not trying to minimize the challenges everyone’s facing, but just think they make the achievements of this little team all the more impressive.

  • Shocks&Awe

    Love it. Anything to add some spice cotton-candy to the show

  • Max Johnson

    I like it, too many dark livery lately.