Sahara Force India takes on a brand new look this year following the signing of a partnership agreement with Europe's No. 1 water technology specialists, BWT.

The VJM10 will race in pink, magenta and silver to mark the beginning of a long-term relationship with the Austrian-headquartered water brand. The new colours will make their debut at the season-opening Australian Grand Prix in Melbourne.

The partnership represents BWT's first involvement in Formula One as the brand takes advantage of the sport's global footprint to promote its unique water treatment products, such as the BWT Magnesium Mineralizer. BWT's presence is also reinforced with the BWT pink helmets of Sergio Perez and Esteban Ocon to complement the unique BWT pink car.

"The arrival of BWT in Formula One is huge news and represents one of the most significant partnerships in our ten year history," said Vijay Mallya. "It's a sign of how far we have come as a team with our strong results and completes a solid commercial performance over the winter. For 2017 our cars will sport a vibrant new colour scheme with a smart matte finish. Changing the colour of our cars is an indication of the strength of this new partnership and a real statement of intent from BWT as they begin their relationship with the sport of Formula One."

"The collaboration with Sahara Force India is an important part of our brand-globalisation strategy," added BWT CEO Andreas Weißenbacher, "and will dynamically increase awareness of our brand around the world. We share with Formula 1 - the premier league of motor sport - the passion we show every day in trying to achieve the best possible standards for our elixir of life, H2O, enabling us to meet the demanding requirements for quality, health, safety and hygiene and drive the development of new technologies."

In an amusing footnote, later in the day, former Force India star, Nico Hulkenberg, tweeted...

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READERS COMMENTS

1. Posted by Kate in California, 15/03/2017 22:04

"Hulkenberg's tweet was hilarious!"

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2. Posted by Hardliner, 15/03/2017 14:05

"It's nothing to do with gender [in Victorian times pink was for boys and blue for girls] - it's just a hideous colour scheme. But if it attracts a new audience, I agree Matt51, bring 'em in"

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3. Posted by Canuck, 15/03/2017 0:28

"All you males that dislike pink -- get a hold of yourself. I think it is great for the sport and maybe attract more young ladies to the sport. Well done to Force India - think Pink Panther out to get their prey."

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4. Posted by Matt51, 14/03/2017 21:58

"Ok then hardliner, what's you're favourite shade of pink then?!

But in all seriousness, it's excellent marketing; will grab loads of attention and also make it more attractive to my 2 young daughters. So all good I say! And I'm not sure the rugby players who play in pink are automatically turned gay, so homophobes can stop panicking about that too."

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5. Posted by Hardliner, 14/03/2017 17:54

"Which driver will be Ken, and which will be Barbie? Extremely naff colour scheme, way too complicated and a hideous shade of pink"

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6. Posted by Motorsport-fan, 14/03/2017 17:03

"Bet the team members are cringing already, mechanics will look great in pink! who would have thought there was all this money in water."

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7. Posted by @R1Racing71, 14/03/2017 16:18

"Certainly not the first pink car in F1. I remember Forrest Evers driving a very similar colour scheme during the 90's"

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8. Posted by CL, 14/03/2017 14:29

"Cool that they can look beyond the small-minded bigots who are bound to have a knee-jerk reaction based on their own cultural parochialism. Still a great looking car."

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9. Posted by Chris Roper, 14/03/2017 14:02

"They have released it 3 weeks to early, surely that was intended as an April Fools joke?

Make the car lower, wider, more macho - then paint it pink.

The Force india was one of the best looking cars on the track, now it will be seen only as a joke.
"

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10. Posted by Stitch431, 14/03/2017 13:42

"The gay club ;-) Sorry but this hurts the eyes.."

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Force India reveals new pink livery

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