F1 TV sponsor wins race in UK

I was interested to read about some of the businesses involved in “the biggest advertising launch of the year”: the 1999 Grand Prix season which started at the weekend (MW March 4).

Despite the millions invested in sponsoring the 11 Grand Prix teams, it is still the broadcast sponsor which manages to cut through in the UK. According to Millward Brown, 80 per cent of adults associate Texaco with motor sport – higher than for any other company other than the tyre manufacturers.

This is why Texaco has just negotiated its third year with the ITV broadcast of Formula One and IMP has completed a new set of idents for the 1999 season.

Ian Thomas

Director

IMP London

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