The Week: Media news - Sony to sponsor F1 coverage

ITV has signed Sony as the new sponsor of its 2008 Formula One coverage.

The electronics company replaces Honda, which pulled out of the £2.5 million sponsorship after just one season. Coverage begins with the 15 March Grand Prix in Australia. The deal was negotiated by Sony's media agency OMD UK. Fallon will create sponsorship idents and Dare will produce digital and mobile content.