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TW Steel Becomes Official Timing Partner To Sahara Force India
Sahara Force India is proud to announce the beginning of a multi-year partnership with TW Steel, which sees the Dutch watchmaker become the team’s Official Timing Partner.
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The global lifestyle brand known for being ‘Big in Oversized Watches’ was unveiled as a team partner at the launch of Sahara Force India’s 2013 challenger, the VJM06, at Silverstone Circuit this morning.
The recognisable ‘two-dots’ logo of TW Steel, will feature prominently on the team’s major brand platforms including the car, the drop-down timing monitors used in the garages and on the sleeves of the drivers' racesuits.
As part of its commitment to Sahara Force India, TW Steel will produce an official team watch range for retail world-wide. The brand will use this new global partnership as a marketing platform to engage consumers through the 6000 retail outlets currently selling the brand in over 100 countries worldwide.
Dr Vijay Mallya, Team Principal and Managing Director of Sahara Force India: “The partnership with TW Steel is the perfect way to begin the 2013 season and we are delighted to welcome them to the Sahara Force India family. With the global reach of Formula One, our unique positioning in the Indian market place and our shared ambition for success on the track, I am sure that the relationship will bring big rewards for both TW Steel and Sahara Force India.”
TW Steel CEO and co-owner, Jordy Cobelens: “I’m naturally very excited to be partnering with Sahara Force India. We know the merits of being involved with a team competing in Formula One and the brand awareness that brings. Our new partnership represents a relationship where both parties are keen to bring success to each other. Sahara Force India has such a strong following around the world, notably of course in India, a key growth opportunity we’ve targeted for TW Steel’s on-going development. I’m excited to have our brand working with such fantastic entrepreneurs as Dr Vijay Mallya and Mr Subrata Roy Sahara. Like TW Steel they’ve showcased their ambition and proved they like to make bold statements. We have lots of synergy and we look forward to being a part of the team’s progressive journey both on and off track.”
PaddockTalk Perspective
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