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Coca-Cola returning to F1 with Lotus sponsorship [w/videos]

Even before Red Bull Racing became a record-breaking three-time Constructor's Champion in Formula One, it has dominated conversations both as a team and as an energy drink. After seven years of "Red Bull this" and "Red Bull that," Coca-Cola is reportedly ready to jump into the F1 fray with its Sweden-based energy drink Burn.
Rumors had placed Coca-Cola's entry with McLaren F1, but it's actually Lotus that has secured the deal. We have no idea what the sponsorship will look like, but the website for Burn says that "We [intend] to foster that creativity by incorporating art and music in a way that will break the conventions of traditional F1 sponsorship," Lotus F1 team principal Eric Boullier adding "We are excited to partner with burn to build a new and innovative model for sponsorships that will combine experiences, content creation and social media..."
Since most - including this writer - have no idea what Burn is, we've included a couple of Burn commercial spots to help get us up to speed, which you'll find below. The 2012 season hasn't even ended, and we're already looking forward to 2013...

Lotus hits the track with new Elise S Cup R

If you want to take a Lotus to the track but the Exige V6 Cup is a bit too much to handle, the boys from Hethel have a new offering that may be of interest.
The new Elise S Cup R features all the track-tuned bells and whistles of its six-cylinder brethren, including a competition-spec aero kit, adjustable suspension, Yokohama racing slicks on 17-inch forged alloys, tow hooks, remapped ECU, cross-drilled and ventilated disc brakes and an interior with a HANS-compatible bucket seat, six-point racing harness and quick-release steering wheel. But instead of a heavier and more powerful V6, the Elise S Cup R "adds lightness" with the same 1.8-liter supercharged inline-four with 217 horsepower and 181 pound-feet of torque as the road-going Elise S. Yet with all that track-tuned gear, it's a good four seconds per three-mile lap faster than the showroom stock version in the automaker's testing.
Interested parties can pick one up in the UK for £39,125 (before taxes, equivalent to about $63k) and either lap it to their hearts' content at private track days or enter it in one of the dozen Lotus Cup series operating around the world. Lotus only released this one photo (click above to enlarge), but you can check out the full specs in the press release below.

F1 just got a whole lot quieter, and some people are really unhappy about it

The scene is the front straight of the Albert Park Circuit at the Australian Formula One Grand Prix, and what you see on track on either side of the gentleman wearing the orange hat is a Mercedes AMG Petronas being followed by a Lotus. The first major clue, as should be obvious by the nose of the Mercedes, is that this scene was captured last year. The other major clue in the photo is the gentleman in the orange hat: he's wearing earmuffs to silence the noise. We count at least four people wearing them, and that's before the camera pans. Some F1 fans have been pleased with the sound of the new 1.6-liter V6 engines, but it appears that the majority are not; the organizers of the Australian Grand Prix are threatening to sue because of a "lack of sexiness," and F1 impresario Bernie Ecclestone has declared he was "horrified by the lack of [noise]." YouTube user krookzeh has posted a video comparing last year's 2.4-liter V8 cars on the first lap at Albert Park with the new turbo V6 cars on the first lap this year. You can compare the sounds and the number of earmuffs in the short clip below. This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings. News Source: ESPN F1 [1], [2], krookzeh via YouTube Motorsports Lotus Racing Vehicles Videos F1 australian grand prix