Dunlop main sponsor for BTCC
World leading road and competition tyre producer Dunlop will be the title sponsor of the MSA British Touring Car Championship for the next three years, it was announced today.
Dunlop has been the exclusive tyre supplier to the BTCC – Britain´s biggest motor racing championship – for the past two seasons. This latest commercial agreement extends the relationship to make the BTCC a key tool in reinforcing Dunlop´s brand marketing programme.
BTCC Series Director Alan Gow said: “I am extremely proud to announce this agreement. In fact, this is the largest ever title sponsorship in the history of the BTCC and it is fantastic for everyone involved in the championship, including our huge fan base. It provides the BTCC with a solid foundation on which to continue building our great championship and is a blue-chip testament to the fabulous marketing platform that the BTCC provides – particularly when a company the size and stature of Dunlop recognises it.
“What is especially pleasing, and very important to appreciate, is that this is not merely an extension of the motor sport partnership that exists between the BTCC and Dunlop. It is very much a corporate brand-awareness programme, with Dunlop utilising the high-profile of the BTCC in order to further promote its powerful brand name. I´m absolutely delighted to welcome Dunlop on board and I know it will prove to be a highly valued and enthusiastic partner in our programme.”
Dunlop´s presence in the BTCC will extend considerably beyond supplying tyres to the championship. As well, Dunlop will utilise and promote the BTCC through its multi-million pound advertising, marketing and promotional activity across the country, at race meetings and on its new driversknow.co.uk website.
Dunlop UK Brand Manager Geraldine McGovern commented: “We are delighted to become title sponsor of the Dunlop MSA British Touring Car Championship until the end of 2007. Our commitment is very much about investment in the Dunlop brand as well as building our motor sport presence.
“The growing popularity of the BTCC and the exposure it receives give us a perfect opportunity to be in front of our target audience of keen driving enthusiasts. Looking at past returns in terms of advertising worth, the BTCC was top of our list and we are genuinely excited to be an integral part of this great championship.”