Wrigley's Airwaves extends GSE Ducati Superbike deal

By Alex Donohue, brandrepublic.com, Thursday, 15 November 2007 12:20PM

LONDON - Chewing gum brand Wrigley's Airwaves is to continue its sponsorship of the GSE Ducati Superbike team in the British Superbike Championship for a fourth consecutive year.

The motorbike team, which has confirmed Shane Byrne and Leon Camier as its new riders for the 2008 season, has retained Wrigley's Airwaves as its main sponsor following a deal managed by sports marketing company Generate Sponsorship.

As part of the agreement, the Ducati team will participate in promotional activity for Wrigley's Airwaves.

This includes a Generate Sponsorship-devised "Kick up a gear" campaign, which will be backed by a host of English sportsmen, including cricketer Liam Plunkett, rugby union player Lewis Moody and the Airwaves Claygate Powerboat team.

Wrigley's Airwaves began its association with the Ducati team in 2005 -- the year it won the British Superbike championship and came second in the Constructor's Championships.

In July, Airwaves secured a year-long principal sponsorship deal for the Claygate Offshore Powerboat team, which extends to ITV4 promotional coverage.

Toby Baker, marketing director at Wrigley's Airwaves, said: "We have had a fantastic three years with the team and we are looking forward to more great racing next season.

"Airwaves Ducati will be central to Wrigley's Airwaves Pro activity next year."

This article was first published on brandrepublic.com

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