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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...

Renault formalizes return to F1 with Lotus acquisition

No longer satisfied with simply providing engines, Renault confirmed that it will return to running its own Formula One team next season. Though the terms of the deal are still being worked out, the French automaker will re-acquire the team currently known as Lotus. Renault previously owned and operated this same operation for nearly 10 years. Renault first entered the series in 1977. The company shut down the original Equipe Renault Elf in 1985, but continued powering Lotus, Ligier, and Tyrrell for another season. After a three-year break, it returned as an engine supplier with Williams in 1989, winning championship titles with the likes of Nigel Mansell, Alain Prost, Ayrton Senna, and Damon Hill behind the wheel. The 1995 season saw the start of the partnership with the team now in question when Benetton switched over from Ford power. After several years of success and more titles, Renault bought out the team and ran it as its own from 2002 through 2011 – winning two more titles with Fernando Alonso – before selling the operation to Genii Capital, which has run it since under the Lotus name. Even after Lotus switched to Mercedes power, Renault continued supplying other teams with engines, most notably winning back-to-back world titles with Red Bull before the new turbo hybrid engines arrived and Renault's performance dropped off. Now, in another case of history repeating, Renault is gearing up to bring the team based in Enstone back in-house. The move will likely see the Lotus name disappear again, after it was hotly contested with the Caterham team that ultimately disappeared as well. With it, Renault will return as a full-on works effort with its own engines, just like rivals Ferrari and Mercedes. Renault Announces Return to Formula 1 in 2016 - Carlos Ghosn announces his decision that Renault will return to Formula 1 with its own team for 2016 season. - Renault, 12-time Constructors' Champion with nearly 40 years in the sport, is an iconic brand in Formula 1 and intends to play an active role in the sport's development. - F1 is a technology showcase and accelerates development of Renault's innovation and range of sports cars. Following the September announcement of the signing of a Letter of Intent with Lotus F1 Team, teams at Renault continued to evaluate the possibility of a return to Formula 1. Particular attention was paid to competing successfully with its own team in a financially sound way starting in 2016.

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.