Mobile phone network Lycamobile has announced a new partnership with Powerboat P1 that will see it become the Official Mobile Partner to the P1 race series in 2014.
Lycamobile will secure naming rights and dominant branding on a P1 race boat in both the USA and the UK. The boats will be known as the Lycamobile Racing team on either side of the Atlantic. The deal also sees the Group’s corporate travel management business, LycaFly gain P1’s corporate travel needs throughout 2014.
P1 is broadcast in more than 50 countries via channels that include Fox Sports, ESPN, Ten Sports, Star Sports and Sky Sports. Lycamobile will activate the P1 partnership to 275,000 live spectators at 12 events this year, with event branding space for Lycamobile and LycaFly at all race venues.
Commenting on the partnership, Lycamobile Chairman Subaskaran Allirajah said: “Creating meaningful corporate partnerships has always been a core ingredient of our business strategy at Lycamobile. As our customer base expands, so the range of events we invest in develops. Powerboat P1 is the perfect value exchange for us, both commercially and culturally.
“While the Group offers economies of scale and global recognition for Powerboat P1, the transatlantic nature of the races provides us with the perfect platform to demonstrate our exceptional offering in the USA and our ability to connect customers across oceans in the same way.
Powerboat P1 CEO, James Durbin added: “This sponsorship forms part of a broader business partnership between our two companies. For us it is further evidence that we are delivering on our promises to build a commercially viable and a credible global marine motorsport platform. We look forward to working together to activate this exciting partnership across the globe in 2014.”