Wednesday 16th March 2005

Green Flag pulls out of touring cars

Championship sponsor leaves for 'brand positioning' reasons

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Green Flag has pulled out of its prime position as main sponsor of the British Touring Car Championship (BTCC). 

Green Flag had been the main sponsor of the popular saloon car series since 2002 and formed the relationship with BTCC following the success of its title sponsorship of the British Formula 3 championship from 2000 to 2002. 

Green Flag made its decision after "a review of its brand positioning programme. The company said that "it has more than maximised its return on investment from the sponsorship deal in terms of brand and name awareness after three fruitful years and is currently exploring new opportunities."

Marketing manager Hillary Williams said, "Our sponsorship of the BTCC has been an unqualified success and our relationship has been both long-standing and highly valued. Our three-year association with the UK's most prestigious saloon car championship has taken place during a period that has seen a rise in the profile of BTCC as well as the Green Flag brand. 

"I am pleased that we have been able to contribute to the revival of the BTCC series, which now enjoys excellent TV coverage, growing crowds and continues to attract new teams and drivers." 

BTCC series director Alan Gow said, "I would like to take the opportunity of thanking Green Flag for their contribution to the growing success of the BTCC and I am delighted that their involvement met or exceeded all of their targets. It's another great testament to the power of the BTCC." 

James Thompson, won last year's Green Flag BTCC, in a thrilling contest with Vauxhall team mate Yvan Muller. One of the most exciting championships in years was decided at the last race of the season at Donington Park. The 2005 MSA British Touring Car Championship begins at Donington Park on 9 and 10 April.

[mybrainhurts]

I smell a rat.

We know that Green Fag supports BRAKE, the organiation that knocks motoring at every opportunity. In fact, I believe Green Fag put BRAKE's website together.

BRAKE was founded by that nice lady Mary Williams, who press released a story that our jesting constituted death threats a while ago.

Now then, from that story up there......

Marketing manager Hillary Williams said, "Our sponsorship of the BTCC has been an unqualified success.....blah, blah, blah.....

Are these ladies related, I wonder.....?

Did the lovely Mary persuade Green Fag to withdraw from all that nasty speed stuff.......?

[tom_allen]

I remember watching one of the BTCC rounds on ITV and Vicky Butler-Henderson made a point of saying speed kills, lets keep it on the track. Or words to that effect, could this have something to do with what "mybrainhurts" has mentioned. A sly dig from the promoters perhaps to point out the dangers of driving to fast?

Oh well, Dunlop are sponsoring this year and they'll be trying to sell us tyres that allow you to drive faster because of the fantastic grip they offer!!

[Touringfan]

Its obviously not them withdrawing but more the fact that the BTCC had found the biggest sponsor deal in their history and waved goodbye to Green Flag This news was released the day before Green Flag announced they were not continuing. Obviously no coincidence;
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Dunlop Signs Biggest Ever BTCC Sponsorship Agreement

World leading road and competition tyre producer Dunlop will be the title sponsor of the MSA British Touring Car Championship for the next three years, it was announced today.

Dunlop has been the exclusive tyre supplier to the BTCC - Britain's biggest motor racing championship - for the past two seasons. This latest commercial agreement extends the relationship to make the BTCC a key tool in reinforcing Dunlop's brand marketing programme.

BTCC Series Director Alan Gow said: "I am extremely proud to announce this agreement. 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."

Dunlop's presence in the BTCC will extend considerably beyond supplying tyres to the championship. As well, Dunlop will utilise and promote the BTCC through its multi-million pound advertising, marketing and promotional activity across the country, at race meetings and on its new driversknow.co.uk website.

Dunlop UK Brand Manager Geraldine McGovern commented: "We are delighted to become title sponsor of the Dunlop MSA British Touring Car Championship until the end of 2007. 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."


>> Edited by Touringfan on Thursday 17th March 01:29