Wrigley’s Airwaves, the chewing gum brand, has added powerboat racing to its growing portfolio of extreme sport sponsorships. Airwaves has signed a one-year deal to be the principal sponsor of the Claygate Offshore Powerboat team in the latest phase of its Airwaves Pro campaign.
The deal will includes TV coverage on ITV4, a corporate hospitability programme and PR activity. It is also the title sponsor of the Airwaves Ducati Superbikes team.
Toby Baker, Wrigley’s marketing director, says: “Over the past two years, our relationship with Ducati GSE Racing has granted us a broad range of benefits and
our new relationship with Claygate Powerboat Racing will enhance this.”
The Airwave Pro marketing campaign includes an interactive website with England rugby player Lewis Moody, England cricketer Liam Plunkett, and other sporting stars, talking about their extreme sport experiences.