Swiftcover sponsors ITV Formula 1 coverage

ITV Sales announced today it has signed as the new sponsor of Formula 1 on ITV, although the deal does not kick in until the Imola Grand prix on April 23.

The deal was negotiated by Mark Rosenegk, controller of sponsorship and branded content at ITV Sales, and Andy Thornes, TV director at Initiative Media, and includes sponsorship of the ITV's Formula 1 website, which claims to attract 700,000 unique users and 13.8 million page impressions every month.
The broadcaster's TV coverage of the second race of the season, the Australian Grand Prix on Sunday, achieved a peak audience of 3.4 million viewers.
Tina Shortle, marketing director at, said:
"This sponsorship deal forms part of our integrated marketing strategy to build on the brand and reach our target audience in an unexpected and impactful way. In a highly competitive market, it is key that our brand name gets on people's shopping lists and encourages them to get a quote."
The creative will feature frustrated Formula 1 drivers talking to chickens wearing headsets in the pits of a race track, mirroring the "call centre chickens" featured in the TV advertising.
Last year's F1 season on ITV was sponsored by LG Electronics.



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