Magazine article Marketing

Toyota in [Pound]25m Deal to Back ITV1 F1 Coverage

Magazine article Marketing

Toyota in [Pound]25m Deal to Back ITV1 F1 Coverage

Article excerpt

Toyota has secured the sponsorship of ITV1's Formula One coverage in a [pound]25m deal. The four-year agreement, which runs from 2002 to 2006, coincides with the launch of Toyota's F1 team.

Toyota will receive credits on all ITV1 programming around the 17 Grand Prix weekends, in addition to web site and text messaging activities. It also presents Toyota with the opportunity to raise the profile of its fledgling team and reach out to a younger demographic of ABC1 men and women.

"The core audience of ABC1 males is bang on for car buying," said Toyota GB marketing director Paul Philpott. "We have traditionally had a slightly older profile. Getting to younger men and women will certainly benefit us."

Toyota plans to spend an additional [pound]1m per year on support activities, including direct mail, promotional events and competitions.

The company is considering running an on-air competition, in which viewers could win a day at a Grand Prix in the company of the pit crew or Toyota F1 team members. Other possible promotions include events in schools and F1-themed parties and barbecues at Toyota dealerships.

The hotly-contested battle for the rights is believed to have included Foster's and Orange, among others. Toyota's bid benefited from strong ties with Granada and its existing five-year sponsorship of all ITV coverage on New Year's Eve and New Year's Day.

The deal was negotiated on behalf of Toyota by Zenith Alliance managing director Tim Brady, with Granada Enterprises sponsorship and licensing director Martin Lowde. …

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