Optus signs two-year partnership with Formula 1 driver Daniel Ricciardo

Australian Formula 1 driver, Daniel Ricciardo, has signed a two-year partnership with Optus, working with the brand on external marketing and internal communications projects.

Ricciardo told Mumbrella the partnership was “not just about slapping a logo on me and smiling in front of a camera”.

“The main difference is, I’m actually involved, I’ve attended meetings, sat on conference calls and spoken to their CEO [Kelly Bayer Rosmarin] several times,” Ricciardo said.

“There’s some real genuine involvement.”

Ricciardo is Optus’ latest brand partner

The partnership will kick off with Ricciardo wearing the Optus ‘Yes’ brand mark on his helmet for the rest of the 2020 season and into the 2021 and 2022 seasons. Ricciardo will also be involved in staff development activities.

“All the projects will be centred around positivity, optimism and creating a workplace where we’re involving the staff to engage in activities and to create a team building environment where everyone is helping each other and feeling good about what they do,” Ricciardo explained.

“We also want to be able to share our experiences with customers to make them feel like they are a part of something fun.”

Signing Ricciardo follows Optus introducing its new brand positioning, ‘It starts with Yes’, which aims to communicate a sense of positivity and optimism to consumers.

Ricciardo said he shares these values, and that is what drew him to signing on with the brand.

“After speaking to the team, we’re both very optimistic, forward thinking and have a glass half full approach. We also want to have a workplace that we enjoy being in and want our team to wake up excited about their job every day,” he said.

“Optus is a brand that I certainly wanted to be involved with for a few reasons; the path they’re on speaks my language and we carry the same values, along with their willingness to push themselves to become better.”

Optus’ managing director of marketing and revenue, Matt Williams, added that Ricciardo embodies the brand’s vision.

“Daniel radiates positivity and optimism and we’re very much looking forward to amplifying this throughout our organisation and for our customers, as we continue to provide options for Australians and our people with our Yes attitude,” Williams said.


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