Lotus begins deal with jewelry company called Endless


We have a bit of word confusion here from across the pond in Enstone.

The good news is that Lotus has a new sponsor for the U.S. Grand Prix weekend; the bad news is the press release announcing it seems to have had the words bungled.

Here’s a screen capture of the release, and an explanation on how this new sponsor has actually come to be:


The team release initially had the headline: “Lotus F1 Team Concludes Endless Deal” – which would seem to indicate it’s ending a deal with something that’s meant to have no end. So that’s confusion number one.

The second confusion is that in the headline, “concludes” is meant to reference the team concluding the deal – getting it done in order to announce it.

However, as it turns out, the headline means none of what those words could indicate.

What has happened, once you read through the release, is that Lotus will see the jewelry company, called Endless, adorned on the airbox and on the top of sidepod of the Lotus E22 for the United States Grand Prix weekend.

Quotes follow from the listed Lotus F1 Team CEO, Matthew Carter: “Endless Jewelry is an exciting young brand which is rapidly expanding in Europe and North America. The company ethos and approach very closely reflects those of Lotus F1 Team, making this partnership a perfect fit. The United States Grand Prix is a terrific event which gains fantastic exposure worldwide and is the perfect showcase for the US aspirations of Endless Jewelry.”

Added Jesper Nielsen, Endless Jewelry CEO: “Becoming a part of the Formula 1 world has been a childhood dream for me and having the opportunity to celebrate the successful launch of Endless Jewelry in the North American market in connection with the United States Grand Prix is an overwhelming feeling. Seeing the Endless logo on the beautiful black and gold Lotus F1 Team car is really something special and business wise it’s an investment that is sure to give the brand massive exposure – and everybody participating in the event a unique experience. I am very proud of the agreement with Lotus F1 Team.”

The thing Lotus will be looking to end or conclude in Austin, more notably, is its current pointless string of races since Monaco in May. The team’s gone 10 consecutive Grands Prix without a score; Pastor Maldonado, of course, has failed to crack the top 10 even once this year.

Of note too, some reports have indicated the team’s also planning to remove its twin tusk nose for Austin and instead try a single nose approach, although the team is yet to officially confirm that.

IndyCar teams with NASCAR on IMS road course doubleheader in 2021

IndyCar NASCAR doubleheader 2021
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The NTT IndyCar Series will be sharing Indianapolis Motor Speedway with the NASCAR Cup Series in a race weekend doubleheader for the second consecutive season, but both series will be on the road course in August 2021.

IMS announced Wednesday that IndyCar will hold an Aug. 14, 2021 race on its 14-turn, 2.439-mile road course. It’ll be a day before NASCAR’s premier series runs the same layout for the first time after the Brickyard 400 was contested on the 2.5-mile oval for the first time in 27 years.

This season’s rescheduling of the IndyCar GMR Grand Prix to July 4, 2019 (a day before the Brickyard 400) led to the first NASCAR-IndyCar doubleheader weekend. The Xfinity Series also raced on the IMS road course for the first time July 4 after the IndyCar race ended.

INDYCAR AT IMS THIS WEEKEND: Harvest GP schedule, entry lists

IndyCar will be holding its second race weekend this year at the IMS road course Friday and Saturday with the Harvest GP.

“Our first NASCAR-INDYCAR weekend was a big success last July, with positive feedback from
our loyal fans who watched the races on NBC and from the drivers, teams and participants
involved,” IMS president Douglas Boles said in a statement. “The Xfinity Series’ debut on the IMS road course provided exactly the kind of thrilling action from the green to checkered flags that we anticipated, so we know the teams and drivers of the Cup Series will put on a great show as they turn left and right for the first time at IMS.

“We can’t wait to welcome back fans to see NASCAR and INDYCAR together during this
exciting weekend as we add another memorable chapter in the long, storied history of the
Indianapolis Motor Speedway.”

It also will mark the first NASCAR Cup-IndyCar doubleheader with a crowd as fans weren’t permitted at IMS in July because of the novel coronvavirus (COVID-19) pandemic.

Over the course of Wednesday, NASCAR is releasing its 36-race slate for next season. IndyCar has yet to release its full 2021 schedule.