TW Steel partners with Renault F1

TW Steel, the Dutch watch firm, has become the first brand to sign a sponsorship deal with Renault F1 since the team was involved in the race-fixing scandal.

The watch brand, has signed a three-year partnership with Renault to become its “Official Timing Partner”, a move which will see the brand’s logo appear on team uniforms and driver racesuits.

Jordy Cobelens, chief executive of TW Steel, says the partnership provides the firm with a “tremendous global platform”, adding it intends to launch a marketing programme as part of its activation plans.

The deal comes just over a month after the World Motor Sport Council ruled that Renault conspired to cause a deliberate crash in order to fix the result of a 2008 Grand Prix in Singapore, an offence, it said “of unparalleled severity”.

The scandal led to Dutch bank ING, which had planned to pull-out of F1 at the end of the current season, ending its sponsorship four races early.

TW Steel, which means “The Watch in Steel”, will make its F1 debut with the team at this weekend’s 2009 season finale in Abu Dhabi, though the deal is officially effective from next season through to 2012.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here