Magazine article Marketing

Jordan to Choose Driver in TV Show

Magazine article Marketing

Jordan to Choose Driver in TV Show

Article excerpt

The reality TV craze is heading for the glamorous world of Formula One following an agreement by the Jordan F1 team to participate in an experiment that will reverberate around the sports marketing world.

The team's owner, Eddie Jordan, has struck a deal that will see the winner of a Pop Idol-style contest given the chance to drive for the team, probably in the 2007 F1 season.

The project will be keenly watched across the sport, which is struggling to find sustainable revenue sources as a replacement for tobacco sponsorship, soon to be banned under international law.

Jordan, whose principal sponsor is Benson & Hedges, believes that the earnings from voting,merchandising, betting, and gaming and TV rights could ultimately provide such a revenue stream. If it proves successful, it could lead to further cross-media branded content.

The as-yet-untitled series, which includes exclusive deals with UK broadcast, internet and mobile phone partners, will start next year. …

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