More than half a million people tuned in to watch the unveiling of the E21 racer on Monday, broadcast live on YouTube from the Lotus F1 Team’s HQ in Enstone, Oxfordshire. The event, which brought together Kimi Räikkönen, Romain Grosjean and the entire Lotus race squad represents a landmark moment for us on the burn team, after announcing a partnership with Lotus F1 in November of last year.

burn and Lotus F1 2013 racing car and the team

Our burn studios residency DJs Manu Vulcano, Urban Jeram and Adam Zasada provided the soundtrack to the night. Their fuel injected electronica combined with the sleekness of the car sets the tone for burn-Lotus F1 partnership in the months ahead.

burn and Lotus F1 Team Race Car Unveil Event

One of our DJs providing the event's soundtrack.

Both the burn team and the Lotus F1 Team are committed to bringing new levels of innovation and creativity to Formula 1 racing which challenges the industry both on and off the tracks.

Twitter Hashtag

Twitter hashtag on the side of the burn and Lotus F1 race car

“Our ambitious plan to turn ourselves into one of the top teams in Formula 1 is coming to fruition,” said Eric Boullier, Lotus F1 Team Principal. “Now we need to harness this with strong and regular podium results… Great things are possible.”

Watch as the team revealed this year’s race car live on YouTube Monday.

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Emmanuel Seuge is Head of Sports & Entertainment Marketing at The Coca-Cola Company.