Formula One racing deal will take CNN around the world in a flash

By David Markiewicz

The Atlanta Journal-Constitution

With Headline News, CNN once took viewers around the world in 30 minutes.

CNN will be going a lot faster and to just as many exotic locales in a new international sports marketing deal.

CNN International said Tuesday it will plant its iconic red logo on the cars and team uniforms of Lotus Racing, which will run on the 2010 Formula One World Championship circuit that starts March 14 in Bahrain and travels the world before concluding in November in Abu Dhabi.

A press release notes that the F1 circuit "is a truly global phenomenon, just like CNN."

Rani R. Raad, senior vice president of CNN International Advertising Sales, said, "The combination of two such iconic and aspirational brands fits perfectly with CNN's worldwide reach and brand positioning."

He said the deal, "takes CNN into a new era of marketing and promotions and puts us in front of a worldwide audience of millions."

The network's mark on Lotus Racing's cars and team members -- including drivers -- will be seen by race fans watching on TV as well as at the track. The F1 season also winds its way through Australia, Malaysia, China, Spain, Monaco, Turkey, Canada, Valencia, Great Britain, Germany, Hungary, Belgium, Italy, Singapore, Japan, Korea and Brazil.

The CNN logo will be on the front wings of the car, drivers' helmets, the drivers’ overalls and on all team clothing.

CNN has various marketing and branding relationships with golf and tennis tournaments around the world.