Friday Press Review I February 12, 2021

Here are some of the most interesting articles of the last weeks selected by The Consultancy Group: 

Porsche and TAG Heuer – together, at last

"We have been flirting for decades, more than a half-century, but at last the relationship is going public.” It’s an unusual way of characterising an automotive-horological partnership. But the more you think about it, the more apposite Catherine Eberle-Devaux’s romcom metaphor becomes. Eberle-Devaux is the heritage director of TAG Heuer and, after many months of protracted “prenuptial” negotiations, TAG and Porsche have finally signed a global brand partnership: a match made not exactly in heaven, but in La-Chaux-de‑Fonds and Stuttgart. Read more...

F1 in talks with new engine manufacturers

Formula One’s new chief executive Stefano Domenicali is in discussions over new engine manufactures joining the global motorsport series and is open to exploring alternative race formats. Domenicali took the reins at Formula One at the start of the year, replacing Chase Carey, who stepped down at the end of 2020. Now, the 55-year-old is aiming to use his experience with road cars, having worked as Lamborghini’s chief executive, to help get more manufactures on board. “I think that one of the biggest challenges that automotive manufacturers have today is to feel younger,” Domenicali told Sky Sports. Read more...

Blackwell Rum Partners With Zappar to Create a WebAR Experience for the Upcoming 007 Movie 

Fans of the most famous secret agent may be sad that the launch of the latest title in the franchise is delayed to October 2021. However, they may be able to enjoy the atmosphere of Ian Fleming’s iconic residence GoldenEye in Jamaica through a WebAR experience. This is the result of the collaboration between AR platform Zappar and Blackwell Rum. Read more...

Red Bull partners with Oreca for Le Mans hydrogen car project

Red Bull Advanced Technologies has partnered with French racing team and car constructor ORECA to design a new Hydrogen Class chassis for the 2024 Le Mans race. The pair will collaborate on the design of the chassis concept for the next generation of hydrogen-fuelled cars, having been chosen as the winning bid to carry out the project by Le Mans organiser Automobile Club de l’Ouest (ACO). Read more...

Super Bowl 2021: Tom Brady elevates to a new height with 7th crown, 5th MVP

TAMPA, Fla. -- The celebration started Sunday with 1:40 left in Super Bowl LV. Buccaneers linebacker Devin White had just intercepted Chiefs quarterback Patrick Mahomes in the end zone, and Tom Brady came high-stepping onto the field. Yes, a 43-year-old quarterback can still get his knees up high. Read more...

Super Bowl commercial for the first-all civilian space flight invites the public to join billionaire's Inspiration4 mission that will launch four people on a SpaceX rocket

The Super Bowl is famous for airing memorable, entertaining and pricey commercials, but during Sunday's game, one will be out of this world. Inspiration4, which is set to become the world's first all-civilian mission to space later this year, is introducing itself to the world February 6 with a 30-second advertisement. Entitled 'Join Us', the promotion is expected to reach a 100 million people, with the goal of inviting everyone to visit the Inspiration4 website for the chance to go to space. Read more...

Tokyo Olympics Playbook: Testing? Yes. Quarantines? No. Fans? Maybe.

With concern rising in Japan that the Summer Olympics could become a hub for new coronavirus infections, organizers unveiled a preliminary plan aimed at protecting athletes and visitors. Read more...

Amundi becomes the title sponsor of the Evian Championship renamed The Amundi Evian Championship

Franck Riboud, Chairman of the Evian Championship, and Yves Perrier, CEO of Amundi - the European leader in asset management - announce that Amundi becomes, for a duration of five years, the title sponsor of The Evian Championship, the women’s golf major, and is renamed The Amundi Evian Championship for the occasion. Read more...

'Biggest ever' London Marathon set for 3rd October 2021

The 2021 Virgin Money London Marathon has announced plans for the ‘biggest marathon ever staged anywhere in the world’, and is set to take place on 3rd October. Organisers London Marathon Events confirmed the return of the virtual Virgin Money London Marathon, with 50,000 places available for runners to take on a course of their choice between 00:00:00 to 23:59:59 BST from wherever they are on the planet. Read more...

Luxury bags the sustainable packaging deal

Challenged by growing digitalization in sales and environmental issues, luxury packaging is experiencing deep changes. A shift that enables the use of sustainable materials and relocating production closer to the end client. With ecommerce booming, packaging has become first in line of the client’s experience. Its role is ever more strategic. It can’t simply settle for elegance. It also needs to be strong, eco-friendly and local, according to Johann Ramière, founder and director of Esprit du Luxe. Read more...

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