Foster’s-sponsored F1 ads to air on Capital

Capital Radio is to broadcast a series of Foster’s-sponsored Formula One bulletins in a £1m deal with Scottish Courage, which distributes the Australian lager.

The race bulletins, fronted by ITV sports presenter Elton Welsby, will be aired over four days on each of the 17 remaining Grand Prix race weekends, starting on March 15.

Welsby will cover Formula One gossip and news in the 60-second slots, which will be preceded and concluded with a reference to the Foster’s brand.

The move follows a £1.25m joint venture between Scottish Courage and publishers Emap, announced last week, in which FHM magazine and EMAP’s radio and TV channels will be reporting the Formula One adventures of a group of models called Foster’s Pit Girls.

In 1997, Foster’s Group in Australia signed up as an official sponsor of Grand Prix Worldwide and title sponsors of the British and Belgian races in a multi-millionpound deal with Bernie Ecclestone.

A ten-year extension to the arrangement was signed in 2000, which also added the Australian Grand Prix to Foster’s portfolio of Formula One races.

The deal means Foster’s can describe itself as an official sponsor of Grand Prix on all packaging and linked promotions and enables Foster’s to advertise on hoardings around tracks and on grassed areas.

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