Mercedes-Benz leverages sponsorship in run up to Singapore F1

SINGAPORE – Mercedes-Benz is just one of the marketers leveraging its F1 sponsorship while the teams are in town for this week’s Singapore Formula One Grand Prix.

Nico Rosberg
Nico Rosberg

Mercedes GP Petronas driver Nico Rosberg appeared at Paragon shopping mall to promote the new Mercedes-Benz SLS AMG, the official F1 safety car for the 2010 GP season.

Over 250 fans thronged the mall as Rosberg took part in a questions and answer session hosted by Star Sports’ presenter Paula Malai Ali. Taking pride of place in the centre of the high-end mall was a bright red SLS AMG.

Asked how he felt about his sponsorship commitments such as public appearances Rosberg told Campaign that actual driving is just a small part of his job.

“Obviously driving’s the part I love best but it’s great to get out and meet the fans like this, “ said Rosberg. “And I get a new Mercedes car every year. I can't complain,” he laughed.

Mercedes-Benz entered the Formula 1 World Championship with its own team, the Mercedes GP Petronas Formula One Team, for the first time this year.  

“Due to the new Formula 1 environment, we face the competition on the most important motor sports stage with our own Silver Arrow works team. Our new Silver Arrow Formula 1 team is a great sporting and technical challenge and we tackle this with sporting spirit and full of enthusiasm,” said Dr. Dieter Zetsche, CEO of Daimler AG and head of Mercedes-Benz Cars.

Driving for this new Formula 1 team are Nico Rosberg and seven-times Formula 1 World Champion Michael Schumacher.

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