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Hilton International today
unveiled
a long-term partnership with the top-level Formula 1 team, with its logo appearing for the first time in competition
this weekend at the Belgian GP.
It’s interesting to hear the Hilton rationale for the venture. Ian Carter, Hilton International CEO, highlighted F1’s
global stage (particularly its worldwide TV audience), and the opportunity to position the hotel chain for young and
affluent international travellers.
Hilton International also announced the ‘Hilton Racing’ membership club
with a number of benefits for F1 race fans.