Shell has announced its return to top-flight sports prototype and GT competition, signing an agreement with the Automobile Club de l’Ouest (ACO) as official fuel partner to the FIA World Endurance Championship (WEC).
The agreement will see motorsport R&D specialists at Shell Technology Centre Hamburg supply racing versions of Shell V-Power unleaded and diesel products to all teams registered in the WEC from the beginning of the 2014 season.
As part of its unique sporting heritage, Shell has previously enjoyed success in world championship sports car racing and the Le Mans 24 Hours in partnership with manufacturers such as Ferrari, Porsche, Matra-Simca and more recently Audi.
Pushing technical boundaries
Returning to the WEC and Le Mans complements Shell’s suite of global motorsport activities as a cornerstone of its philosophy to continually push the technical boundaries of fuel and lubricant development.
By working in partnership with the manufacturers participating in endurance racing, Shell now has an additional and unique platform for testing its products in a unique competitive environment.
In addition to its role as Official Fuel Partner, Shell will bring additional capability to the Le Mans 24 Hours in the form of its Trackside Laboratory facility. The Shell Trackside Laboratory will allow both officials and competing teams the opportunity to access live data and analysis of all fuel and lubricant usage throughout the course of the race.
World’s most prestigious motorsport
Shell is committed to activating this new partnership throughout the 2014 season as an engagement platform for its Global Commercial Original Equipment Manufacturer relationships.
The WEC and Le Mans 24 Hours remain some of the best-supported motor sport activities in the world, with competition in the various classes being fought out between Aston Martin, Audi, Chevrolet, Ferrari, Honda, Lotus, Nissan, Porsche and Toyota – manufacturers which trust Shell to support them in developing the most efficient racing engine fuels and lubricants possible for events which see motorsport raising its relevance towards future mobility.
The flagship event of the WEC season is of course the Le Mans 24 Hours, possibly the world’s most famous and prestigious motorsport events, which sees its 82nd running in 2014.
In this light, the Shell Global Media team has negotiated a deal with Eurosport, host broadcaster for the event, to reinforce the communication opportunities to highlight Shell’s leadership role in the evolution of fuel within the motorsport world and will be placing Shell branding and in particular Shell V-Power messaging across TV, digital, and social pre and post the race.
Elements of Shell’s programming with Eurosport include up to 10 minutes of custom video content as well as live TV integrations, TV banners and TVC placements, and bespoke digital properties including social integration – making a global audience of nearly 120 million unique viewers across all of Eurosport’s platforms – namely broadcasting in 20 languages on Eurosport’s two European TV channels, Eurosport Asia-Pacific and online at Eurosport.com.
The benefits of unparalleled R&D
“For more than 90 years of endurance racing history there has been a clear benefit to Shell customers from ongoing innovation and development of our fuel technology in such a rigorously demanding environment, alongside motor manufacturers of vision.
“The exciting technical challenge of today’s WEC means that the teams can benefit from Shell’s unrivalled research and development capabilities to support the series.”
Richard Karlstetter, Racing Fuels Technology Manager, Shell Projects & Technology, added: “With the arrival of new major manufacturers from the motor car industry in this branch of the sport and the introduction of demanding technical regulations, to be in a position to take advantage of products of the highest possible quality is vital. The partnership between the Automobile Club de l’Ouest and Shell helps to make a significant contribution to moving forward the current issues linked to future mobility.”
Story/Picture Source: Shell