When sponsorship becomes a partnership

| Photographer Credit: Terry Marshall

This week’s announcement of Rodin Cars getting behind young Kiwi driver Liam Lawson in the 2021 FIA Formula 2 Championship is about synergies and a partnership. Traditionally names and brands on the side of racing cars is all about sponsorship and this season Lawson’s Red Bull branded Formula 2 will also have the Rodin Cars brand displayed on it as well. The relationship between Rodin and Lawson is unique and one with huge potential for both parties and the synergies that it brings.

In business, synergy is the concept that the combined value and performance of two entities will be greater than them acting as individuals.

Lawson brings to the table his fabulous talent, his special relationship with Red Bull Racing, his entry into the 2021 FIA Formula 2 Championship, the exposure that this will bring, the networking possibilities for business to business (B2B) and particularly his pathway to Formula One. Let’s not forget Liam is also a Kiwi.

Liam Lawson and David Dicker at Rodin Cars

On the other hand, Rodin Cars has a unique product which it is now ready to sell on the world market. It has developed the FZED single seater for whoever would like to own their very own Formula car without the need for a team of qualified technicians to run it. It’s designed to bring the nearest experience of driving a Formula One car without having to go out and buy a historic chassis and the complications of owning and running one. Rodin Cars is a Kiwi based company in North Canterbury with their own manufacturing facilities and test track. Their FZED product has been developed over a number of years and they now need exposure.

Lawson and Rodin are the right partnership. Rodin will get exposure and a new B2B network will open up for them. They now have a driver at the top of their game who can test and develop their product at home, as well as a someone who has experience with driving the FZED.

Where else in NZ could you test a chassis near to what you will be racing this coming season, and on a private track. Lawson now gets to do this on his summer break. Rodin Cars brings vital funding to Lawson’s F2 campaign and gains his experience and advice on their product

It makes good sense for both these parties to work together, for both will be beneficial for many reasons.

It’s great, we are in there with Red Bull,” commented David Decker. “From our perspective it’s a great deal for us and should be for them.”

The next step when Lawson reaches Formula One will be how this partnership takes the next step together.

Benjamin Carrell

Benjamin Carrell is a freelance motorsport writer and currently edits talkmotorsport.co.nz. He writes for a number of Kiwi drivers and motorsport clubs. That's when he's not working in his horticultural day-job or training for the next road or mtb cycle race!


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