Lotus announce partnership with Creative Artists Agency

Lotus Racing has signed a global representation agreement with the entertainment and sports agency Creative Artists Agency (CAA).

As part of the deal CAA Marketing will help the team develop and implement new marketing strategies.

Lotus team principal Tony Fernandes said, "Firstly, I want to welcome CAA to the Lotus Racing family. It's a real honour that the CAA team has seen what a fantastic opportunity we have to do some extraordinary work together, and I know that exciting times lie ahead for us, on and off track. I come from an entertainment background, so I know that the depth of experience, knowledge, creative talent and passion that CAA will bring to our team will help us in our bid to broaden the appeal of our sport, for fans, and for brands. This deal is certain to make a few people sit up and take notice, as it shows we are not looking at the traditional sports marketing model - we want to break new ground, and with CAA, we will."

Jae Goodman, CAA Marketing chief creative officer said, "We will work closely with Tony and Deputy Team Principal SM Nasarudin to continue in that spirit of innovation by developing opportunities that go beyond stickers and hospitality to create critical exposure and new value for brand partners."

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