Academic journal article International Journal of Sports Marketing & Sponsorship

Orange Unveils Major 70 Million [Pounds Sterling] Global F1 Sponsorship Deal

Academic journal article International Journal of Sports Marketing & Sponsorship

Orange Unveils Major 70 Million [Pounds Sterling] Global F1 Sponsorship Deal

Article excerpt

Orange announced in March a major 70 million [pounds sterling] global sponsorship deal. Orange has entered F1 racing in a three year title sponsorship deal with the Arrows F1 Team. Orange will also be official communications supplier for the team, which will be known as the Orange Arrows F1 team.

The deal signals a major move by Orange into the arena of sports sponsorship. It reflects Orange's intention to be a global communications brand and underlines its aim to be present in 50 countries by 2003.

Orange will use the sponsorship to promote its brand and its advanced communications services in all key markets around the world.

The agreement with the team is wide-ranging and includes title sponsorship, team and car branding, and a variety of promotional, hospitality and marketing activities. Importantly, Orange is the official communications provider to the team and launched a WAP-based information service, which was available for the first race of the season, the Australian Grand Prix in Melbourne. Orange will provide news and information from the Orange Arrows F1 Team, including unofficial lap times, lap by lap reports and team news.

Hans Snook, CEO of Orange said: "This is a great sponsorship for Orange. Formula One racing is one of the most dynamic sports in the world, relying on leading-edge technologies and continually pushing the boundaries of technological and engineering excellence. Orange has a similar focus on innovation and technical leadership. This, alongside access to a global audience, provides clear synergies for us.

"There is no better way of promoting Orange to our existing markets, as well as to new markets, than through Formula One. …

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