Franco Colapinto in Formula 1: Mercado Libre joins as sponsor of the Argentine driver (it was known three days ago in Miami, but we couldn't say it)

The internal details that won't be told anywhere else:

1. The negotiations were swift (though they had been ongoing in anticipation), but it wasn’t simple, and there were many discussions for ML to become the sponsor.

2. There was also significant management involvement, including Bizarrap in high circles, especially with F1, to ensure Colapinto has a greater number of sponsors than usual to meet the necessary funding for the nine races.

3. Maria Catarieu, Gaston Parisier, Bizarrap, and all of Globant were great collaborators to ensure F1, Colapinto, and ML become a brand powerhouse impacting all of Latin America.

4. McDonald's major bet in Latin America now has its best boost, as the entry of Colapinto and Mercado Libre gives enormous energy to the sport across the region.

From now on, during the next nine races, Colapinto, who will compete as the main driver for Williams, will become an ambassador for the Mercado Libre brand. The company plans a strong presence at the Grand Prix events, with activations and promotions aimed at effectively connecting with motorsport fans in the region.

Sean Summers, EVP & CMO of Mercado Libre, commented on the initiative: “We are convinced that success comes to those who strive and take risks. This sponsorship is a manifestation of our commitment to support those who pursue their dreams. Formula 1, which embodies speed, technology, and teamwork, perfectly aligns with our mission to transform realities through e-commerce.”

With this move, Mercado Libre not only reinforces its presence in the sports arena but also seeks to create an emotional connection with millions of users and followers in Latin America, in a context where interest in Formula 1 continues to grow.

James Vowles, Team Principal of Williams Racing, celebrated the collaboration: “Welcoming Mercado Libre as a partner is a significant step. Their partnership with us underscores the global potential of Formula 1 and the relevance of Williams in motorsport. We are proud to strengthen ties with Argentina, a country with a deep passion for sport.”

This sponsorship adds to a growing trend among Argentine brands supporting Colapinto, including YPF and Globant, the latter also announcing its backing of Williams Racing. With Formula 1 as a platform, Mercado Libre aims not only for visibility but also to solidify its image as a leader in innovation and ambition in the Latin American market.

“It’s fantastic to welcome Mercado Libre to F1 as a partner of Williams Racing. Mercado Libre is one of the most important and valuable brands in Latin America, and their decision to partner with us demonstrates what F1 represents as a global sport and Williams as a global sports franchise. As the team that achieved Argentina's last F1 victory with Carlos Reutemann and is writing a new chapter for the country with Franco at the wheel, we are proud to extend our ties with a country and a region that are so passionate about the sport,” added James Vowles, Team Principal of Williams Racing.

Colapinto's arrival in Formula 1 is generating a “Colapinto Effect,” where travel agencies are already offering packages to witness the driver’s races, reflecting the growing interest and excitement that his participation has sparked in the region.

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