Chelsea, Sauber agree to partnership deal

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Associated Press

Posted on April 30, 2012 at 5:01 AM

Updated Monday, Apr 30 at 5:02 AM

LONDON (AP) — The logo of Premier League team Chelsea will appear on the cars of Formula One outfit Sauber beginning next week as part of an agreement that aims to increase the market presence of the teams outside their own sports.

The partnership will see the Champions League finalists and Sauber exchange knowledge in sport science, launch joint commercial initiatives and share merchandising, marketing and sponsorship opportunities.

Chelsea chief executive Ron Gourlay says Monday "this is an innovative partnership that will see a football club link up with an F1 team like never before."

The deal sheds light on why Sauber had "Out of the Blue" and "True Blue" inscribed on its cars' engine covers in recent races in China and Bahrain.

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