Michaelides & Bednash lands oval racing launch task

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.

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