After two highly successful years, Toyota is to end its sponsorship of ITV’s Formula One television coverage. The sponsorship was launched in March 2002, coinciding with the broadcast of the Australian Grand Prix, at which the Panasonic Toyota Racing team made its debut.

The regular idents which have featured in all ITV’s F1 programming since then have succeeded in firmly establishing Toyota’s F1 presence with UK viewers. A recent ITV/Ipsos-UK study revealed that Toyota is now one of the brands most closely associated with F1 on television, outperforming more established manufacturers in the sport such as BMW, Jaguar, Renault and Mercedes-Benz.

Paul Philpott, Toyota (GB) PLC Commercial Director, said: "We are delighted that our sponsorship proved so effective, taking only two years to establish Toyota’s F1 involvement with TV audiences. This has been helped by the increased competitiveness of the Panasonic Racing Toyota team, which has built awareness and generated more media coverage than was expected.

"Toyota’s overall commitment to Formula One will continue to grow."


Published : 08/11/03 Author : Melanie Carter

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