Konecranes has made a move into the racing scene after becoming an official partner of Grand Prix winning driver Valtteri Bottas.
The agreement will last until March 2018 and both existing and potential customers of Konecranes can see the partnership come to life across the web, social media, outdoor advertising, videos and events.
Bottas will also place the Konecranes logo on his personal website and social media domains, as well as on his race overalls.
Bottas, who came third in last year's Formula One World Championship, said: “I’m very happy to make an agreement of this kind with Konecranes, a company that aligns so well with my background and what I personally believe in.
“This is about having proud roots in Finland, yet working around the world.
“About using cutting-edge technology and purpose-built equipment that brings together some of the best engineering and teamwork on the planet.
“And about focusing on being the best at what you do – yet never losing sight of where you come from.”
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Left to right: Panu Routila, President and CEO of Konecranes, and Valtteri Bottas
Bottas’s agent Ville Ahtiainen, who represents the driver for all his personal marketing deals, says the agreement with Konecranes is all about mutual benefit and respect.
Ahtiainen added: “The best and most fruitful marketing partnerships are those where the parties truly believe in each other and see the world in the same way.
“This is exactly how it is for Konecranes and Valtteri Bottas. It really is an ideal match.”
Speaking from Madrid, where Konecranes announced the partnership during its annual management conference, Panu Routila, President and CEO of Konecranes, spoke about the values and strategic intent that underpin the agreement.
Routila said: “Valtteri has all the makings of a true champion and we’re thrilled to work together with him on this mutually-beneficial co-operation.
“It’s still early in the 2017 motorsports season and Valtteri already has some great results with his new team, which makes the partnership even more exciting.”
“Around the globe Konecranes is recognized for being a technology leader, specifically in the areas that are core to any lifting operation: the gears, the motor and the controls.
“Our business has strong parallels with the motorsports world, where top performance is also dependant on innovative technology, excellent teamwork and relentless focus.”
Follow the Konecranes and Valtteri Bottas partnership and in social media with the #powermeetscontrol hashtag.