Tell us about the Opportunity / What is it?
This is a rare opportunity to raise brand awareness through association with the widely televised, vibrant and dynamic British Rally Championship (BRC) with over half a century of history.
The BRC has been the training ground for World Rally Champions such as Vatanen, Mikkola, Blomqvist, Burns and McRae and with ongoing British F1 successes, Motorsport as a whole has had a surge in public interest.
The BRC comprises six events across England, Scotland, Wales, Northern Ireland and the Isle of Man, attracting competitors and media coverage from all over the World.
How does it work?
Title sponsorship ensures brand exposure on the stand-alone Sky Sports British Rally Championship TV programme, visible not only in the titles and commentary, but stage-side advertising for the main brand with options for further subsidiaries. Brand placement covers all aspects of the Championship, from website and rally radio to event programmes and official documentation. Store / branch promotions and corporate hospitality surrounding each event are also included as well as an annual rally experience day for staff / stakeholders / customers.
Who's used it in the past?
Since adopting title sponsors in the late 1970s, the British Rally Championship has had just eight; Rothmans, Shell, Mobil, Top Gear, Pirelli, Kwik-Fit, Tesco and Dulux have all benefitted from the extensive national and international coverage of the series; coverage that continues to reach a growing worldwide audience. Most recently Dulux used the Championship to promote and reinforce its Trade brand to a wider audience, taking advantage of corporate opportunities to incentivise stakeholders.
Features / Benefits
In addition to Sky Sports' British Rally Championship programme, Greenlight Television syndicates the coverage, making a worldwide reach of over 500 million homes. News edits from each event are available to regional TV too, coupled with YouTube Channel broadcast; these further extend the reach of the Championship and its associated brands.
The most SRI consumer research & Economic Impact survey reports 83% of spectators are ABC1s, 45% are aged between 16 and 30, 33% between 31 and 45 with a 73/27% male/female split.