Academic journal article International Journal of Sports Marketing & Sponsorship

United Pan-Europe Communications Sponsors Arrows F1 Team. (Company Round-Up)

Academic journal article International Journal of Sports Marketing & Sponsorship

United Pan-Europe Communications Sponsors Arrows F1 Team. (Company Round-Up)

Article excerpt

chello broadband nv (chello), one of the world's leading broadband Internet companies, entered the high-speed, high profile world of Formula One motor racing in March with the announcement of UPC's three-year sponsorship deal with the Arrows F1 Team at chello's corporate offices in Amsterdam.

UPC will be using the sponsorship to promote its global broadband Internet brand, chello, whose logo colourways will feature on all Arrows F1 Team livery as a main sponsor, including the suits of Jos Verstappen and Pedro de la Rosa, the Arrows drivers.

Mark Schneider, chairman and CEO of UPC and chairman of chello broadband nv, commented: "UPC is the most dynamic and innovative cable communications company in Europe and our sponsorship with the Arrows F1 Team will help communicate our drive and excitement on a global basis. We chose our chello brand to be featured on the team livery and all associated material because of the obvious synergy between Formula One racing and high speed broadband Internet. Both share strong central themes of excitement, speed and energy, while demonstrating what can be attained at the pinnacle of technological achievement. At the same time our involvement with the Arrows team presents multiple opportunities to enhance our programming and content portfolio, especially UPCtv with its special interest channels. …

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