Toyota pays £25m for sponsorship of ITV Formula 1 racing

LONDON - Toyota is to sponsor ITV1's Formula 1 racing coverage in a four-year deal believed to be worth over £25m, as ITV looks to improve its F1 programming in the face of increasing competition.

The package includes sponsorship of the qualifying rounds, race and highlights programmes for the 17 races scheduled this season.



Toyota takes over from Texaco, which has sponsored the programme since it was first screened in 1997.



The Japanese car giant has also taken over sponsorship of the programme's sister website, previously held by Fosters.



As well as sponsorship of TV coverage and the website, the deal will see the carmaker develop competitions to raise the profile of Toyota within the sport. It coincides with the car-maker's first season as an F1 team.



Toyota marketing director Paul Philpott said: "We are all very excited about the F1 opportunity. It is the perfect link between UK drivers and what we're doing with Team Toyota on the track."



ITV is set to overhaul its F1 coverage as part of the deal with Toyota. The car company will work closely with Granada Broadcasting to design a new credits sequence for the show.



Mick Desmond, managing director of Granada Broadcasting, said: "Formula 1 is a linchpin of our male programming, in particular the upmarket audience. This represents an excellent brand-building opportunity."



ITV's F1 coverage faces competition from a BSkyB premium digital TV channel, which is being launched in collaboration with F1 racing supremo Bernie Ecclestone.



If you have an opinion on this or any other issue raised on Brand

Republic, join the debate in the Forum here.



Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Election 2015: Where do people get their news?

Election 2015: Where do people get their news?

With the election almost upon us, the first in Newsworks' series of election trackers looks at where people get their news from.

Share
Judges rail against 'sexed up' work at D&AD open sessions

Judges rail against 'sexed up' work at D&AD open sessions

Judges at D&AD's open sessions in the Truman Brewery criticised the rise of video case studies in awards submissions, arguing they "sexed up" average work.

Share
Prime Mover: the priming effect of digital out-of-home revealed
[Sponsored feature]

Prime Mover: the priming effect of digital out-of-home revealed

Digital out-of-home is an exciting new medium with great scope for visual and interactive communication: but how effective is it as an advertising channel? Ocean turned to the world of neuroscience to find out

Share

Get news by email