Lucozade, partners for Vodafone McLaren F1 team uses both drivers and the car itself with one of the best catch lines that rhymes and reads clearly with the sports itself. Strong brand endorsement as it portraits, hydration as one of the key factors in F1 racing for the drivers. Note the cross pollination of other sponsoring brands – Vodafone, Santander, Hugo Boss, Mobil 1, Aon, DHL clearly visible. Beauty of F1 sponsorships plays for them without paying a penny for coverage and creative as well.
Clever Use of Sporting Heroes in Marketing 