Wrigley’s Airwaves signs sponsorship deal with British Superbikes team GSE Ducati

Wrigley’s Airwaves has signed a multi-million pound headline sponsorship deal with British Superbikes team GSE Ducati.

The three-year deal is the most high-profile sponsorship in Superbikes this year and will see the team, which took a year-long break from the sport in 2004, renamed Airwaves Ducati.

Airwaves will be launching a marketing campaign based around the theme of “preparation” to support the sponsorship. It says preparation is a fundamental element of the sport, adding that its gum leaves people feeling invigorated and ready for anything.

Wrigley’s UK marketing director Ian Bray says: “This sponsorship is the perfect alignment between Airwaves and Ducati as both brands share similar target audiences and brand values.”

Ducati has had sponsorship deals with leading brands in the past, including NatWest.

vWm Wrigley is reviewing its £225m global advertising account held by the BBDO network (MW February 10).

It is thought the pitch is being run out of the company’s US headquarters. The UK division, the Wrigley Company, spent more than £18m on advertising last year. It uses Abbott Mead Vickers.BBDO for its Airwaves and Orbit brands and Bray Leino for its Extra and Hubba Bubba ranges.

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