LCR team up with Playboy
Added on Friday, March 27th, 2009 by Carole Nash Editor
LCR team up with Playboy
LCR Honda has created a stir in the MotoGP paddock after agreeing a sponsorship deal with adult entertainment brand Playboy.
Playboy have teamed up with the satellite Honda team as part of the relaunch campaign for their Italian magazine and online brands and after lengthy negotiations between the two parties, Playboy have decided to tap into the MotoGP market.
The magazine’s famous “bunny” logo will appear on Randy de Puniet’s Honda for the MotoGP test in Jerez this weekend as well as the rounds in Japan and Jerez initially, with a view to expanding the agreement to other rounds of the competition.
The Playboy branding will not however be on show at the season opener in Qatar, due to local advertising restrictions.
Commenting on the deal, LCR Honda boss Lucio Cecchinello said: “We have been in touch with Playboy US for a long time and, taking advantage of the opportunity given by the presence of some American top executives as part of the Hugh Hefner entourage during his latest visit to Europe, we have defined the guidelines of a project allowing us to start negotiations with some of this evergreen brand’s global licensees.
“Playboy Italy has positively assessed the project and confirmed the sponsorship for the early stage of the season (MotoGP Championship Launch during the tests in Jerez de la Frontera, GP in Japan and Spain as Title Sponsor), linking it to their activities in the view of relaunching the magazine in Italy.
“Currently, there are further ongoing negotiations with licensees in more countries, who have been presented with our ‘projects by event’ concept.”
