Lucozade plugs part II: James Allen joins the party

For reference: Lucozade plugs on Sky

James Allen is now giving Lucozade some not-so-subtle plugs in his own commentary. Hmm...

Advertising and sponsorship are at the heart of F1 of course, so a mention of a product is not, on its own, reason to get all conspiratorial. Likewise, if drivers are using a certain product there's no reason not to mention it by name - whether or not there's a PR motive behind it. But given the repeated casual mentions of Lucozade in Sky's coverage, this blog post smells a bit off.

What do you think - valid insight, or paid comment?