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rob01, Drivers don't talk about sponsors' products. They just drive. At the most they can do advertizements for them. And drivers are not at all good actors. See Hamilton, Alonso, Federer ads -- we all know they cannot act, but who cares. they just need to be there. You may be surprised that Kimi can do a good job too as other drivers do. His ad for Mercedes and other companies in fact uses his monosyllabic character as the main point. Besides the main thing would be the sponsor's name being on a winning car --- that is more important than whether a driver can talk or not. The "free" air time you get just by being on a winning car can easily give you much better appeal than being on a paid ad on TV separately. If Lotus wins few more races, they may find some sponsor soon. It is a self-feeding mechanism. Win, get a sponsor, then win more and so on.