Sportsworld Media Group picked to handle Toyota F1 sponsorships

Toyota Motorsport has appointed Sportsworld Media Group to secure sponsors and rights for its new Formula One team, which commences Grand Prix racing in 2002.

The appointment coincides with the announcement that the Japanese car company has signed a deal with the Matsushita Electric Industrial Company, which will see its Panasonic brand become title sponsor of the car.

Sportsworld will now negotiate the second-tier sponsorship opportunities for the Panasonic Toyota Racing team.

The negotiations will be overseen by Sportsworld commercial director Malcolm Crease.

He says: “The Toyota car provides sponsors with the opportunity to move into an uncluttered environment – unlike many of the other cars, which carry brand overload and offer minimal differentiation between sponsors.”

Crease adds that Toyota also carries the weight of the third largest motor manufacturer in the world behind it.

He says: “Sponsorship revenues will not influence or dictate the performance of the team.”

Toyota’s venture into Formula One is viewed as an attempt to create a new corporate image both domestically and internationally.

Toyota, which will become the twelfth team on the Formula One grid, is focusing on strengthening its brand name and attracting younger customers.

Sportsworld, which was launched two years ago and is owned by Omnicom, also represents the English Cricket Board and the Association of Surf Professionals.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

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

THE BEST CONTENT

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.

THE BIGGEST ISSUES

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.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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