British Rally Championship on look-out for title sponsor

Training ground for world rally champions seeks partner following Tesco’s decision not to renew its deal with the BRC for the 2010 season

BRC: Event covered by Sky Sports
BRC: Event covered by Sky Sports

The British Rally Championship (BRC) is on the hunt for a title sponsor for 2010.

The BRC’s last sponsor was Tesco 99 Octane Fuel, and other high-profile partners in the past have included Mobil, Kwik-Fit and Pirelli.

While financial institutions, particularly those now supported by the taxpayer, have reviewed their sponsorship commitments since the recession began, other companies have seen opportunities to promote their brands. For instance, the new Formula One Brawn GP team attracted sponsorship from Virgin Group for this season.

BRC manager Mark Taylor says: “The sponsorship of the British Rally Championship means an association with a series that has a worldwide following. The championship has been a training ground for many world rally champions and the coverage on Sky Sports is available to about half a billion homes worldwide.”

He adds that the advertising value of the championship is estimated to be worth more than £1m and the title sponsorship price – which has not been revealed – makes it “a cost-effective proposition”.

The series celebrated its 50th anniversary last year and the Isle of Man leg of the current series takes place this weekend (11 July).

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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