Wella to sponsor Toyota's F1 team

Global haircare giant Wella is to make its debut in Formula One

sponsorship next year with a major deal to back the fledgling Toyota


Wella, whose highest-profile UK sponsorship has been the association of

its Shockwaves brand with US sitcom Friends on Channel 4, will use the

tie-up to market its products more effectively on a global basis.

F1's worldwide TV coverage will be a platform for Wella to raise

awareness of its hair, cosmetics and fragrance ranges as it fights for

market share with global rivals such as Procter & Gamble and


Wella refused to comment on the deal's value, but said it would invest

considerably in exploiting the sponsorship through a range of marketing


The Wella brand will appear on the nose and rear wing of Toyota's cars

next season, which begins next March in Melbourne with the Australian

Grand Prix.

The agreement with Wella is a coup for Toyota, which has already signed

Panasonic as its title sponsor, and this week also unveiled AOL-Time

Warner as an official partner.

AOL will explore a number of media opportunities with the team as well

as having its logo displayed on the side of the cars.

Toyota's driver line-up for its debut season will comprise Scotsman

Allan McNish, new to the sport, and Finland's Mika Salo, who has driven

for teams including Ferrari and Sauber.

The 2002 car was launched earlier this week at the team's headquarters

in Cologne.

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