Excerpt of a recent article by Rob Fletcher
The expanding vehicle wrap market is making its mark on the motorsport industry, with many teams having utilised the media to help them stand out on track.
Although vehicle wrapping has become a popular option for businesses to help them advertise their services, the media is also being put to good use in the motorsports industry. The increasing influence of sponsorship in sport is the main reason for the use of vehicle wraps in motorsport, with companies opting to place their branding on the side of all forms of vehicle. This helps demonstrate the flexibility of the media and its ability to not only perform on run-of-the-mill road vehicles, but also those that speed around the track at hundreds of miles per hour.
Mimaki is one company involved with the vehicle wrapping sector and has a range of options on offer to companies. Speaking to FESPA about the firm’s involvement in the more high profile side of vehicle wrapping, Mike Horsten, general manager marketing EMEA, said the company recently entered into a partnership with Formula 1 team Caterham F1.
“Mimaki has entered into a technical partnership that does not stop in only printing vinyls,” Horsten said. “We are working on printing and cutting vinyls for all sorts of projects inside the F1 team and we do all print and cut with Mimaki equipment.
“We believe in Formula 1 as being the pinnacle when it comes to technology and innovation in motorsports. Mimaki has been a leader and innovator in the graphic area for many years and the working relationship between two high-tech companies is a natural development and the synergy of working together is something that makes a partnership.”
Expanding further on this partnership, Manfredi Ravetto, team principal of the Caterham F1 Team, added: “Whether it is on the track or projecting our image across various media, our team is focused on results. “That is why we required a technical partner that could deliver quality that matches our high engineering standards. Mimaki impressed us with the creative versatility their solutions have to offer and won us over immediately.”
Although keen to keep his cards to his chest, Horsten did confirm that Mimaki is working alongside other sports, and that as Mimaki is such an established player in the print industry, he is hopeful of working on similar high profile projects in the future.