Racing Toward Partnerships
Kaspersky Co-Founder and CEO Eugene Kaspersky took the stage donning a Kaspersky-emblazoned racing outfit to showcase the security player's recent sponsorship of the Ferrari Formula One racing team. Kaspersky said one of the company's key initiatives in 2011 is to boost brand awareness and the Formula One sponsorship -- which will feature Kaspersky's logo on the racing team's fleet of Ferraris -- is part of that strategy. That initiative also got Kaspersky behind the wheel of the Italian sports car, which he demonstrates here. When asked to describe the feeling of driving a Ferrari, he said: "that's like trying to explain the taste of an orange to someone who will never taste an orange."