Dunlop the New Title Sponsor
Dunlop has been the exclusive tyre supplier to the BTCC for the last couple of years, but the new agreement extends the scope of the partnership, and the series will be renamed 'Dunlop MSA British Touring Car Championship'. The new agreement extends until the end of 2007
"I am extremely proud to announce this agreement," said BTCC Series Director Alan Gow. "In fact, this is the largest ever title sponsorship in the history of the BTCC and it is fantastic for everyone involved in the championship, including our huge fan base.
It provides the BTCC with a solid foundation on which to continue building our great championship and is a blue-chip testament to the fabulous marketing platform that the BTCC provides - particularly when a company the size and stature of Dunlop recognises it.
"What is especially pleasing, and very important to appreciate, is that this is not merely an extension of the motor sport partnership that exists between the BTCC and Dunlop. It is very much a corporate brand-awareness programme, with Dunlop utilising the high-profile of the BTCC in order to further promote its powerful brand name.
I'm absolutely delighted to welcome Dunlop on board and I know it will prove to be a highly valued and enthusiastic partner in our programme."
A statement by the BTCC said the new deal will also see Dunlop promote the BTCC through the company's multi-million pound advertising, marketing and promotional activity across Britain.
"We are delighted to become title sponsor," commented Dunlop UK Brand Manager Geraldine McGovern. "Our commitment is very much about investment in the Dunlop brand as well as building our motor sport presence.
"The growing popularity of the BTCC and the exposure it receives give us a perfect opportunity to be in front of our target audience of keen driving enthusiasts. Looking at past returns in terms of advertising worth, the BTCC was top of our list and we are genuinely excited to be an integral part of this great championship."
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