Daily Telegraph to sponsor ITV's Formula 1 coverage

LONDON - The Daily Telegraph is to sponsor ITV's coverage of Formula 1 this season, in a deal worth £4.5m.

The deal will include sponsorship of the ITV-F1 website, which gets 82m page impressions annually. The broadsheet will be involved in a series of marketing activities surrounding F1, including a Fantasy Game and a preview supplement.

Brian Barwick, controller of ITV Sport, said: "We are delighted to welcome a newspaper of such a significance to the F1 ITV family. Its coverage of F1 has always been of the highest quality and we look forward to a fruitful partnership."

ITV signed a deal to cover F1 for the 2002 to 2005 season in 1999.

Mark Dixon, marketing director at the Telegraph Group, said: "As one of Britain's highest profile sports, F1 is a superb fit with The Daily Telegraph -- it is also hugely popular with existing and potential readers so we are delighted to be sponsoring ITV's F1 coverage for the 2004 season."

The deal was negotiated by Gary Knight at ITV Sales and Keith Impey on behalf of Active Sports Marketing, representing the Telegraph Group.

The F1 season begins on March 6 with the Australian Grand Prix and runs through to October 24.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Become a member of Campaign from just £51 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content