Telegraph Gears Up For Motorexpo Sponsorship
The Daily Telegraph has announced it is to be the headline sponsor of this year’s Canary Wharf Motorexpo covering the event with cross media sponsorship in newspapers and across relevant TV events.
The deal will see Motorexpo branding on the Telegraph‘s ITV1 Formula One idents during May and June will also feature in-paper competitions and promotions.
The sponsorship underlines the newspaper’s commitment to motorsports and builds on past deals combining Motorexpo sponsorship with the paper’s coverage of ITV’s formula one programming. The Telegraph secured sponsorship on ITV earlier this year in a deal thought to be worth £4.5 million and now appears to be building on the deal’s initial value (see ITV In Poll Position With Formula One Sponsorship).
Commenting on the sponsorship Mark Dixon, marketing director at Telegraph Group Limited, said: “The Daily Telegraph is dedicated to providing quality motoring journalism, which is seen in our weekly motoring supplement, on motoring.telegraph.co.uk and through the paper’s annual young motoring writer award. We’re delighted to be able to further demonstrate our support of the motoring industry as headline sponsor of the Canary Wharf Motorexpo 2004.”
The event takes place from June 14 to 20 at the Canary Wharf estate featuring more than 50 manufacturers, 250 cars and bikes and a concept zone. The Daily Telegraph will also sponsor three giant screens showing car-related clips, films and information throughout the show.
Motorsport sponsorship came under the spotlight earlier this year when it was claimed that Formula One motor-racing is watched by just one-fifth of the audience claimed by the sport’s official organising body. The research, carried out by Initiative Media, claimed that the average world-wide viewing figure for a Formula One race is just 39 million, a number dwarfed by that of Formula One Management, which claims 300 million people watch the sport on television around the world (see Formula One Red-Flagged By Audience Research).
Telegraph Group: 020 7538 5000 www.telegraph.co.uk
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