Starwood partners with Mercedes F1 team
Starwood has sealed a new tie-up with the Mercedes Formula One team.
The new three-year global partnership, which will be launched at this weekend’s Spanish Grand Prix, will offer members of the hotel company’s Starwood Preferred Guest (SPG) loyalty scheme the chance to access exclusive F1 events. Grand prix experiences, which can be attained through the redemption of guests’ Starpoints, will include meet-and-greets with drivers, pit lane access, guided factory tours and live race screening events.
“We are very pleased to have agreed a new team partnership with SPG and to welcome Starwood to Formula One for the first time. As regular travellers will always tell you, a good hotel can make a real difference to your trip and I am delighted that our team will have the opportunity to experience Starwood hotels as we travel around the world. We are very much looking forward to working with the company while introducing their SPG loyalty programme to a new audience,” said Ross Brawn, Team Principal of Mercedes AMG Petronas.
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