The sponsorship deal signed by Force India with Austrian water technology company BWT is reputed to be worth perhaps $20 million a year.
The figure was published by Austrian newspaper Kleine Zeitung after yesterday's unveiling of the Siverstone-based outfit's new deal and striking pink livery.
"The sponsorship is said to bring in between $15 and $20 million," the report said.
"The arrival of BWT is huge news and represents one of the most significant partnerships in our ten year history," said team boss Vijay Mallya.
The internet was rife with jokes of all sorts about the team's all-pink livery, undoubtedly a first in F1.
Former Force India driver Nico Hulkenberg chimed in via Twitter, mocking the cotton-candy shade and claiming it was the true reason for his move to Renault.
We'll kindly remind the Hulk that he's wearing yellow trousers this year in F1!
— Nico Hülkenberg (@HulkHulkenberg) March 14, 2017