Michaelides & Bednash has won the task of promoting US-style,
high-speed oval racing in the UK. The brand development specialist has
been appointed by the pounds 40 million Northamptonshire venue
Rockingham to spearhead oval racing's challenge to Formula One as the
country's premier autosport.
M&B, which handles marketing activity for Channel 4's Test match
coverage, was appointed to the task without a pitch after an initial
meeting at last year's Marketing Forum.
'Rockingham has come to Michaelides & Bednash because they recognise
that we can create the brand strategy and communications ideas that will
make them part of the UK cultural agenda,' M&B partner Paul O'Neill
Rockingham, which will be opened by Nigel Mansell on 26 May, will form
the British headquarters for Champcar, the stateside sport that includes
the Indianapolis 500. Champcar features drivers in single seat cars
racing three abreast around an oval circuit enclosed in a steep-sided
Drivers race nose to tail at more than 200 mph with 20 or more lead
changes common in each race.
The Rockingham 500 Champcar event scheduled for September will form one
of two European meetings of the FedEx Champcar World Series. The series
enjoys a massive following in the US, with each race drawing an average
worldwide TV audience of more than 60 million.
The Champcar event is to form the centrepiece of Rockingham's annual
The venue will also host a European version of Nascar, the stock racing
sport made famous by the Tom Cruise film Days of Thunder.