British bobsleigh signs deal with LV=

Insurance, investment and pensions group LV= has signed a sponsorship deal with the British Bobsleigh Association to promote its road rescue brand Britannia Rescue.


The sponsorship starts this month and includes the run-up to the Vancouver Winter Olympic Games which take place in February 2010.

LV= has a raft of sport sponsorship deals, including the rugby union’s Anglo-Welsh tournament the LV= Cup and the English domestic cricket competition, the LV= county championship.

It is also a sponsor of Harlequins RFU. The bobsleigh deal is one of the first commercial sponsorship deals for a British winter sports team and the sponsorship will include Britannia Rescue branded bobsleighs and training kit.

Britannia Rescue is the fourth largest breakdown provider in the UK. The company operates a network of over 300 independent rescue agents across the UK and its average response time to callouts is under 40 minutes.

David Radford, group marketing director at LV= says: “We are delighted to have agreed this deal with the British Bobsleigh Association.
Bobsleigh is a fast and dynamic Olympic sport and this is a great fit with the Britannia Rescue business. This sponsorship will help us increase awareness of the Britannia Rescue brand and the great value products it offers to motorists looking for breakdown cover.”

Latest from Marketing Week


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


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.


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.


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

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