When Adrian Newey was of interest to Force India (re-visited)

This is probably our final episode of 2022 - and it's a re-run of our most-popular episode from the Force India F1 Team stories. In this episode, Soumil Arora hosts former Force India F1 Team members, Ravikant Sabnavis and Kunal Shah (yes, he's also one of our co-hosts), to share interesting stories of their time with the team.

In this episode, the duo share how the Force India F1 Team discussed interest in hiring the legendary Adrian Newey, how Vijay Mallya wasn't the first owner of choice & how another popular Indian Motorsport figure let the opportunity to own the Silverstone-based team go by. Tune in!

(Season 2022, Episode 74)

Follow our hosts on Twitter: Kunal Shah & Soumil Arora

Image courtesy: Red Bull Content Pool

# Force India F1 Team Stories: Adrian Newey, Ownership, and Sponsorship

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### Adrian Newey and Force India: A Missed Opportunity

* Force India considered hiring Adrian Newey, a legendary Formula One designer, in 2012.
* The idea was initiated by Subrata Roy Sahara, co-owner of Force India at the time.
* Newey was highly sought after due to his success with Red Bull Racing, winning multiple world championships.
* However, the deal fell through due to the significant financial investment required to hire Newey and make necessary upgrades to the team's infrastructure.

### Force India's Potential Ownership by Gautam Singhania

* Before Vijay Mallya acquired Force India, there was a possibility of Gautam Singhania, owner of Raymond Textiles, becoming the team's owner.
* Singhania initially expressed interest but later declined the offer, preferring to focus on his own business ventures.
* This decision ultimately led to Mallya taking over the ownership of Force India.

### Airtel's Sponsorship Dilemma: Indian Grand Prix vs. Force India

* Airtel, a major telecommunications company in India, was approached by Force India for a sponsorship deal.
* Force India presented a compelling proposition, highlighting the benefits of sponsoring a team over 20 races worldwide compared to sponsoring a single race, the Indian Grand Prix.
* However, Airtel opted to sponsor the Indian Grand Prix, considering it a more powerful platform to engage with Indian consumers and promote their brand in the country.

### Force India's Involvement in the Indian Grand Prix

* Force India played a limited role in organizing and promoting the Indian Grand Prix.
* The team primarily focused on promoting the event to their fans and raising awareness about the race.
* Force India's efforts contributed to the success of the Indian Grand Prix, attracting a large audience and generating significant media coverage.

### Superstition and Sponsorship Driving Force India's Car Livery Changes

* Vijay Mallya had superstitions about the color black and was hesitant to have a black car.
* In 2014, Force India's car livery changed to black and orange due to sponsorship agreements with Reebok and a Spanish apparel company.
* The team also briefly featured the logo of Royal Challengers Bangalore, a cricket team owned by Mallya, as a surrogate marketing strategy during races where alcohol branding was prohibited.

### Sponsorship Challenges in Formula One

* During Bernie Eccleston's tenure as Formula One's CEO, securing sponsorships was challenging due to the high cost involved.
* Many teams struggled to find title sponsors, leading to a trend of brands from various sports partnering to appeal to a wider audience.
* Force India's sponsorship strategy reflected this approach, with a mix of alcoholic beverage brands and non-alcoholic brands for races with alcohol restrictions.

## Force India F1 Team Stories: A Nostalgic Journey

**Key Insights:**

* The Force India F1 Team experienced a remarkable transformation under the leadership of Vijay Mallya, who brought his expertise in brand building to the team.
* Despite facing challenges in managing sponsor logos and liveries due to last-minute approvals, the team showcased creativity and adaptability to overcome these hurdles.
* The team's initiative, Speed Divas, aimed to create a glamorous brand image by featuring female ambassadors associated with the team, gaining significant attention and social conversations.
* Nico Hulkenberg's willingness to participate in promotional activities in India, such as riding in a twin-seater go-kart and taking a scooter ride to the paddock, exemplified his dedication to the team.
* Adrian Sutil's memorable moments included his musical performances and his return to the team after a year's absence, demonstrating his resilience and commitment.
* The Force India team's success in attracting large crowds during open days at races highlighted its growing popularity and fan base.

**Important Quotes:**

* "Hats off to VJM for being such a fantastic brand builder." - Kunal Shah
* "We had all these layouts with the Kingfisher ultra and you know, VJM on his yacht here and there with, you know, Kingfisher ultra, the emperor of good times. Who else could it be?" - Ravi Sabnavis
* "And then it was so successful that we then went and did a Kunal and I did a season two, this time with NDTV Good Times, which is a partner TV channel." - Kunal Shah
* "And I got to ride in a twin-seater go-kart with him at the circuit in Goa." - Kunal Shah
* "Adrian Sutil playing the piano in Mumbai. Blue Frog was it?" - Ravi Sabnavis

**Overall Message:**

The Force India F1 Team's journey was marked by innovation, creativity, and a strong emphasis on brand building. The team's success in attracting fans and sponsors, despite facing challenges, is a testament to the leadership and vision of Vijay Mallya and the dedication of the team members.