…as F1 team strikes TV deal

BAT’s Formula One racing team, British American Racing (BAR), has secured a TV deal which ensures widespread coverage whatever its performance on the track.

The deal , with Bernie Ecclestone’s Formula One Constructor’s Association (Foca), gives BAR a TV magazine programme for next season’s F1 World Championship.

The show will initially run in the Asia and Pacific Rim but BAR and Foca are also in talks about a deal in Latin America and Europe.

TV production company PPGI, which has offices in Montreal and Honk Kong, is negotiating the deals.

BAR commercial director Rick Gorn says: “This is a way to stand out from other racing teams. It will also add value to our secondary sponsors, which will have the option of sponsoring the TV show.”

The programme will be a half-hour magazine show and will focus on subjects such as the playboy lifestyles of drivers and the locations where they race.

BAT cigarette brand 555 is expected to be the title sponsor in Asia. However, 555 could not be used in Europe because of anti-tobacco legislation.

BAR is a joint venture that brings together BAT, Reynard Racing Cars and sports entrepreneur Craig Pollock. BAT has said it will put 250m into the team over the next five years.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here