02 Welcome

04 The Present

08 2010 Calendar

10 The Contenders

16 TV & Media

                                                     “On the track, the action
The cars will be bigger and, using turbo-
                                         “An exciting major technical
Living up to its status as the country’s premier   More than just taking the action to the
For many, the BTCC is at its most exciting and
“It’s one thing that every team
                                                                         in the BTCC has i...
 The BTCC is famed for its ability to conjure

As Britain’s biggest motor racing
  TV & Media
               championship, the BTCC commands
               enormous medi...
“In 2009, the BTCC enjoyed
                                                      unprecedented levels of
Radio, Magazines,
The high profile HiQ MSA BTCC offers sponsors
Sponsorship & Marketing
Btcc 2010 Brochure
Btcc 2010 Brochure
Btcc 2010 Brochure
Btcc 2010 Brochure
Btcc 2010 Brochure
Btcc 2010 Brochure
Btcc 2010 Brochure
Btcc 2010 Brochure
Btcc 2010 Brochure
Btcc 2010 Brochure
Btcc 2010 Brochure
Btcc 2010 Brochure
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Btcc 2010 Brochure


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An introduction to the BTCC

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Btcc 2010 Brochure

  1. 1. 02 Welcome 04 The Present 08 2010 Calendar 10 The Contenders 16 TV & Media 22 Sponsorship & Marketing 28 Trackside Hospitality 30 Spectator Appeal 34 The Past 36 TV & Spectator Data 38 Support Races 01 42 TOCA Team 44 Contacts Credits Editorial / MPA Creative Ltd Photography / Jakob Ebrey Design / Hutton Creative Ltd
  2. 2. Welcome “On the track, the action has rarely been better. Eight different drivers racing for six different teams in four  That’s despite a cruel recession that has different makes of car shared really put the onus on ‘value for money’ the victories in the 30 races” as people cut back on the little luxuries in life. Yet the figures show the public was prepared to continue to spend its cash in All this only lends further credibility to the order to experience the thrill of the BTCC. quite superb success of our new champions: That popularity is again something of which I Colin Turkington and the WSR/Team RAC am immensely proud, particularly given the squad. For both, 2009 marked their first-ever increasing number of options on which the BTCC title and they did it by beating one of public could choose to spend its leisure time the most energetic and determined grids – and disposable income. including four past champions and a Formula 1 Grand Prix winner – seen in the BTCC since We continue to be blessed with a hugely we introduced the all two-litre format in 1991. pro-active title sponsor in HiQ which, in Notably, Colin became the first ‘post-90s era’ the middle of its own expansion in the UK, driver to win the BTCC and it’s no coincidence increasingly interacts with our fans (and that today’s grid is considerably more youthful future customers) with some great initiatives. than a decade or so ago. For WSR boss Dick In 2009 we achieved a world first with our Bennetts, watching one of his cars roll out in pioneering regulation of limiting our race 2010 at last sporting No.1 on the side – after a cars’ CO2 emissions. In fact, make that two decade of trying – will be one of his proudest world firsts as we were also Dunlop’s chosen moments… 03 championship to pioneer race tyre technology with its highly effective radio frequency For me, however, every team, driver and identification tagging system. sponsor who raced in the BTCC in 2009 is a champion. The manner in which they 02 I’m fortunate enough to have been in this On the track, the action has rarely been pulled together, in financially difficult times, job for nearly two decades now and can better. Eight different drivers racing for six to make sure they were a part of the BTCC’s genuinely say that 2009 was one of the most different teams in four different makes of car success story and to entertain our watching enjoyable years I have had in the British shared the victories in the 30 races. In fact, all millions speaks volumes for their enthusiasm, Touring Car Championship. seven main makes and models of car on the and for the passion they have for this great grid – BMW 3-Series, Chevrolet Lacetti, Ford championship. A global recession was going to drastically Focus, Honda Civic, Honda Integra, SEAT Leon cut our grid sizes, people would hold on to Television coverage of the championship’s and Vauxhall Vectra – took top three finishes. Big or small, I look forward to welcoming their pennies and not come flooding through ten-round tour of the UK scaled new heights We even celebrated the closest finish in BTCC them all back onto our grid in 2010. Likewise, the gates and we’d be left to stumble our way thanks to the commitment and skill of the history – 0.015s to be precise. In all, 15 drivers new teams and drivers who are already through the season. Or so said the doom- ITV network. Live coverage from our events achieved podium results and, thanks to some making serious noises about adding to our mongers… on ITV4 equalled a staggering 58 hours- breathtaking giant-killing performances, 24 numbers when the BTCC’s future breed of plus. The total number of hours its channels out of the 29 ended the season with points on car (Next Generation Touring Car – see p05) Instead, the BTCC will go into 2010 off the – ITV1, ITV4 and Men & Motors – dedicated the board. It really was that wide open begins to appear in 2011. back of another tremendous season – one to the BTCC came to 116 hours-plus. It was and competitive! of the most competitive, exciting and all watched by close to 13.8 million viewers. These are heady times for the BTCC with mesmerising it has ever known in its 50-years Truly astronomical figures and ones that we many other major motor racing series looking plus history. can look forward to again achieving in 2010 on with great envy. I know I’m not the only thanks to our long-term arrangement one looking forward to our 2010 season with with ITV. high expectations and bated breath.  Twelve months ago I labelled the BTCC as the ‘great escape’ for hundreds of thousands looking for the ideal way to switch off from the pressures of everyday life – a claim substantiated by the fact that in 2009 just as many people attended our race events as in Alan J Gow 2008. Again some 325,000 spectators came BTCC Series Director through our gates – an impressive number in any sporting sphere. 
  3. 3. The cars will be bigger and, using turbo- charged engines, ultimately produce more power. For the first few years, however, that power will be reigned in so as to allow all teams, whether running newer NGTC or existing S2000 cars, to fight equally for No other car racing series in Britain – indeed, outright honours. This helps safeguard those The Present very few around the world – comes remotely teams who have recently invested in S2000 close to enjoying the levels of media profile, equipment and, wisely, provides a sensible audience numbers, marketability, public period of transition before the NGTC machines appeal and great racing generated by the become the BTCC’s primary formula in 2013. BTCC.  As a sporting spectacle, BTCC race days The BTCC also boasts great heritage dating are equal to Premiership football, rugby back to 1958 and in the 50-plus years since and county cricket in terms of numbers, has stood out as Britain’s most charismatic excitement and atmosphere. Much of that is and popular form of motor sport. It also sets down to some unique selling points: unlike an example to other race series around the other sports, children are admitted for free world when it comes to helping address and the crowds are invited to rub shoulders environmental targets (see case study p07). with their heroes thanks to an open-paddock policy plus specially organised pit lane The 2010 grid will be filled once more 05 autograph sessions. predominantly by cars based on the FIA’s Super 2000 technical regulations, which are used in most other senior touring car series. These types of cars have been in the BTCC 04 since 2004 and the most successful in recent years have included the BMW 3-Series, Chevrolet Lacetti, Ford Focus, Honda Civic, SEAT Leon and Vauxhall Vectra. Cars that, in other words, are akin to those in which the public have driven to the circuit, further encouraging great brand loyalty among followers… However, an exciting major technical change that, importantly, will slash costs for teams is on the horizon. A new breed of car (NGTC or Next Generation Touring Car) will start to appear in 2011 alongside S2000 machinery.  Those teams opting to go the NGTC route The turbo-charged engines, all two-litre in early will achieve an instant and dramatic size, are expected to last an entire season reduction in costs. It is estimated that a ready- without requiring a rebuild. Teams will be to-race NGTC car will cost around £100,000, permitted to choose from a manufacturer’s some 50 per cent less than a front-running ‘broad family’ and develop them within set S2000 machine. This could prove a catalyst parameters. Smaller teams will also have the “Very few car racing series around for teams and sponsors in other categories, option of purchasing or leasing an unbranded the world come even remotely close but with grand designs on the BTCC, to finally TOCA engine. The most any team could to enjoying the levels of media profile, make their entrance. spend purchasing an engine will be audience numbers, marketability, about £25,000.  public appeal and great racing Greater use of common components such as generated by the BTCC” ECU, brakes, hubs, steering rack, fuel tank, gearboxes, suspension and subframes will then further save tens of thousands of pounds in development costs. On-event technical support will also remove the need for teams to carry such large spares inventories, further lowering costs.
  4. 4. CASE STUDY: “An exciting major technical change that will slash costs Green Credentials Indeed, the BTCC’s smart thinking has received glowing praise from Energy Efficient for teams is on the horizon” Motorsport – the UK Government-sponsored The BTCC’s green credentials down the years initiative set up to encourage energy have been well documented, but in 2009 it efficiency in motor sport. accomplished a world first by implementing – and enforcing – new regulations that limit its EEMS’ Marc de Jong says the BTCC’s lead cars’ CO2 emissions to those of their showroom should act as a wake-up call to other race counterparts. series, commenting: “The BTCC is the first championship to make CO2 emissions directly Each car is now tested regularly on a rolling relevant to the competition. It has created a road inside a neutral laboratory at Land platform and now motor sport can showcase Rover’s hi-tech Solihull base to ensure it real and quantifiable solutions to the broader complies with the regulations. industry.” BTCC Series Director Alan Gow explains: “Instead of simply mandating the use of bio- fuels, which have little relevance in everyday public life, or off-setting our emissions by planting a few trees, the measures we have taken are far more meaningful. They actually challenge engine builders and car manufacturers and help drive technology 06 forward.” 07 Proof that the regulations work is underlined by the fact that in 2009: • Eight different drivers representing six different teams shared the 30 race victories • Another seven drivers celebrated podium results • Nine different teams fielding seven The BTCC not only moves with the times, different models of car achieved but keeps a firm check on its core values: top three finishes providing manufacturers, teams and sponsors • Out of ten qualifying sessions, seven with an unrivalled return on their investment different drivers set pole position while delivering unparalleled, value-for-  Notably, this is not the first time the Equally, race three’s starting grid order is money entertainment for the public.  BTCC has led a technical revolution: in the decided by race two’s result, but with the • The 30 fastest race laps were shared between 12 different drivers early Nineties it pioneered the all two-litre leading positions reversed. This has led to formula that changed the face of touring car several smaller teams starting race three from • 13 different drivers racing for nine different teams led races competition globally forever. the front of the grid and, as a consequence, enjoying the full attention of the ITV cameras. • 24 out of 29 drivers who raced in the The BTCC also constantly monitors its sporting  BTCC scored championship points regulations to ensure the racing is kept close for participants and fans. For example, a success ballast system – whereby extra weight is applied to the most successful cars – is used to prevent any runaway winners.
  5. 5. Living up to its status as the country’s premier More than just taking the action to the race series, the HiQ BTCC headlines at all of people right around the UK, the wide mix of “The BTCC selects the the UK’s top motor sport venues. The cleverly circuits presents the teams and drivers with best possible tracks constructed ten-weekend calendar ensures different challenges. Whether it be super-fast to ensure maximum that hundreds of thousands of fans throughout Thruxton’s daunting, high-speed corners or After Brands Hatch attracted 35,000 spectators spectator appeal” the nation can catch the premier league tin- Knockhill’s undulating, off-camber twists, for its Finals Day event in 2009 – a record top thrills at their local circuits. all the individual venues have their own BTCC crowd for the track since it was taken characteristics to test the competitors’ nerves over by the MotorSport Vision group in The 2010 calendar includes circuits in and skills to the limit. It’s worth noting that in 2004 – it is little wonder that Chief Executive Cheshire, Fife, Hampshire, Kent, Leicestershire, 2010 the teams will have a welcome seven- Jonathan Palmer commented: “I’d like to Norfolk, Northamptonshire and North week mid-season break so as to allow for the congratulate BTCC Series Director Alan Gow Yorkshire. With each race meeting hosting British Formula 1 Grand Prix, football’s World and Dennis Carter at the BARC for evolving three full points-scoring BTCC showdowns, Cup and cycling’s Tour de France. the championship into such an outstanding there’s never a dull moment.  package of entertainment for the fans. It was Furthermore, the BTCC takes great care in fantastic to see so many spectators at Brands selecting the best possible track layouts to Hatch – the circuit really was heaving!” ensure maximum spectator appeal. That’s why races are held on a variety of tracks The BTCC really does add up to the best from the epic Brands Hatch Grand Prix to the value-for-money entertainment possible for picturesque Oulton Park Island and hurly- both trackside crowds and TV audiences.  burly Silverstone National circuits. 2010 Dates April 03-04 / Thruxton, Hampshire 09 April 24-25 / Rockingham, Northamptonshire May 01-02 / Brands Hatch (Grand Prix), Kent June 05-06 / Oulton Park (Island), Cheshire 08 June 19-20 / Croft, North Yorkshire August 07-08 / Snetterton, Norfolk August 21-22 / Silverstone (National), Northamptonshire September 04-05 / Knockhill, Fife September 18-19 / Donington Park, Leicestershire October 09-10 / Brands Hatch (Indy), Kent
  6. 6. For many, the BTCC is at its most exciting and competitive in over a decade with several new pretenders having joined the list of established stars expected to challenge for outright honours in the coming years… Each is taking full advantage of the BTCC’s accessibility and level playing field to make a name for itself in the UK’s – and one of the world’s – most celebrated and charismatic motor racing championships. Furthermore, CASE STUDY: each knows success carries tremendous kudos Fast forward with every race being broadcast live into with a Ford living rooms across the nation on ITV4. After an absence of almost a decade, 2009 Another beauty of the BTCC is that it doesn’t Today, independent squads rule the roost saw the return of one of the BTCC’s truly giant limit the number of cars entered by a team. but the appeal for sponsors and big name names, Ford, as independent squad Arena This enables those with bigger budgets to drivers is as appealing as ever. Indeed, the International Motorsport entered a pair of put out two or maybe three cars and those levels of professionalism and attention to Focus STs. running to smaller budgets, but with just as detail achieved by the leading independent much determination, to field single-car entries. squads in particular are equal to those of a Significantly, the Aon-backed project manufacturer-backed outfit. Proof of that is demonstrated that BTCC regulations give Although not a factory team, Ford, notably, Some teams, perhaps in their nascent years in the fact that in 2009 it was independent team privateers the option of choosing their own still used Team Aon’s results to help promote 10 car and developing it into a front-runner. the BTCC, operate with considerable success WSR (Team RAC) that won the outright title its innovative suspension design fitted to its The Focus was later than hoped for – only Focus RS models on the road. on very modest budgets compared to the – its first in the BTCC – by beating Vauxhall’s turning a wheel for the first time at a blustery, top-line outfits. But because the rewards in outgoing manufacturer-backed VX Racing, 11 deserted Silverstone just a month before the Arena boss Mike Earle says: “Investment, the BTCC are so high – both on and off the the most successful of modern times, plus opening round – and it took until mid-season getting the pre-season engineering track – the championship remains a hugely Racing Silverline, an off-shoot of the RML before points finishes became a reality. By programme right, not compromising on cost-effective exercise compared to other, less Chevrolet World Touring Car team. Rockingham’s penultimate round, the hard solutions and being realistic – the rewards high-profile series. Big or small, each team work really started to be rewarded as Tom are incremental – would be my top four has an opportunity to capture the public’s For WSR’s Colin Turkington, 2009 also brought Chilton finished on the podium in third. pieces of advice. imagination. him his first outright Drivers’ title – a highly significant achievement for he became the Then, at Brands Hatch’s final round, there “The Focus is something that no-one else has, first of a newer generation of drivers to be were ecstatic scenes as Chilton qualified on so I suppose we hope it may attract some pole position before daring to lead two of crowned Champion. Indeed, it is noticeable manufacturer support. BTCC is the most Sunday’s three races – missing victory in one cost-effective form of motor sport and in the that the BTCC grid has taken on a younger by the closest winning margin in BTCC current economic climate one of very few feel during the past five years, as drivers history (0.015s). formulae that comes in under the rate card identify the series at an earlier age as a fairer for sponsors. and much more exciting long-term career opportunity with the chance to build a huge “We’ve now got a strong package for 2010 profile.  thanks to the progress we’ve made in ‘09. That progress is something that Ford is beginning to appreciate.”
  7. 7. “It’s one thing that every team in the BTCC has in common: they are all run by real  But WSR, VXR and RML were not the only enthusiasts who are in the The Contenders teams to spray the victory champagne in 2009. Adding to the mix were Team Dynamics sport for the right reasons” with its Honda Civic and, joining the winner’s circle for the first time, Motorbase (running as Airwaves BMW after a strong run of results in 2008 attracted title sponsorship from the Wrigley’s high-street brand). Team Principal David Bartrum says: “Two wins in 2009, only our fourth year, has been a dream come true. It’s one thing that every team in the BTCC has in common: they are all run by real enthusiasts who are in the sport for the right reasons, and although competition is fierce, it’s a very healthy type of competition. “For 2010 we feel ready as a team to challenge for titles. Switching to the BMWs in 2008 was the making of us – these cars were already proven winners so we had no Entering with cars already proven on the excuses. Furthermore, we’re permitted great world stage is one obvious way into the series. technical support from BMW and that’s hugely However, the BTCC also allows – and very 13 important as we don’t have the budget for our much encourages – teams to join the grid with own development programme. cars of their own choice by taking advantage of the championship’s local homologation. “We are still a true privateer team with For 2009, the BTCC created a Manufacturer/ 12 minimal full-time staff supported by ‘weekend Constructor trophy to recognise and reward warriors’ at race events. We probably present those using local homologation to introduce a façade that belies the size of our budget. cars of their own design as opposed to those Our template is WSR but with a character all already developed by other manufacturers of our own.” or teams. Dynamics with its Honda Civic and Arena International Motorsport, with its new, self-developed Ford Focus STs (see case study p10), both scored highly and received podium silverware in this championship.  JAG The BTCC also permits teams to continue using older BTC-spec cars. The benchmark in their heyday (2001-06), these cars offer smaller independent teams a competitive and highly cost-effective way into the series – and the watching public with the very real possibility of some giant-killing acts to celebrate. In 2009 both Paul O’Neill, with a third place outright, and Martyn Bell scored points in their sunshine.co.uk Honda Integras (see case study p14), as did newcomer Martin Johnson in his Boulevard Team Racing squad’s Vauxhall Astra – a car originally used by Vauxhall’s factory team as long ago as 2001! 
  8. 8.  The BTCC is famed for its ability to conjure The Contenders up some real David vs Goliath moments and a number of incentives are in place to encourage and aid the smaller outfits. Included in entry fees is a handsome allocation of paddock and pit lane passes for working team personnel and VIPs. All teams are given the same opportunities to participate in the BTCC’s promotional activity, whether PR stunts in the build-up to a race CASE STUDY: weekends or during race day’s Pit Lane Ray of sunshine Walkabout public autograph sessions. Also on race day, there’s the reversing of the leading positions on race three’s starting grid, thereby As the boss of thriving online travel agency, sunshine.co.uk, Chris Brown’s story tells how allowing minnows to start from the front live achievable it is to live the BTCC dream. on ITV4. Dunlop, meanwhile, generously rewards teams with tyre bonuses that alone Brown had been a personal sponsor to equate to £70,000. That’s on top of the BTCC’s privateer Martyn Bell from 2006 to 2008. For own £75,000 prize fund, shared out across the 2009, the BTCC bug having truly bitten, he ten rounds to reward each event’s top three invested in the two ex-Team Dynamics title- highest-scoring teams.  winning Honda Integras. Brown says: “We’ve a modest outlay Now owned by him, Brown contracted compared to the bigger teams yet in some In terms of accessibility, exposure, return on experienced squad Tech-Speed to fettle the respects get more out of it. The sunshine. investment, profile and following there has 14 cars for the popular Bell and Paul O’Neill. co.uk name is now very popular with BTCC been no better time for teams to join – and Twenty top ten finishes were probably audiences, which are huge in numbers and, thrive in – Britain’s premier motor racing beyond even Brown’s wildest dreams, let importantly to us as a company, consist of a arena.  alone the awe-inspiring third-place outright high percentage of families. 15 achieved by former factory Vauxhall driver O’Neill at Snetterton… “Yes, my dream of being a part of the BTCC grid has come true – I still pinch myself – but purchasing the Hondas has also proved to be a very shrewd marketing investment. The BTCC’s rules enable the older cars to still have their day of days and the public always loves an underdog. It’s a strength we’re very happy to play to… for now.”
  9. 9. As Britain’s biggest motor racing TV & Media championship, the BTCC commands enormous media coverage throughout the UK and globally. Television has always been the BTCC’s most powerful medium and since the late Eighties the championship has received regular coverage through Britain’s biggest TV operators.  ITV In 2009, the BTCC enjoyed unprecedented levels of live television exposure with free-to- It is therefore virtually impossible to miss air channel ITV4 broadcasting a minimum of a round of the BTCC. Indeed, in 2009 an five hours direct from each round into living accumulative audience of 13.8 million rooms all across the UK. watched the BTCC across ITV’s channels, with the same levels of coverage and viewership In total, ITV4’s coverage of the BTCC in 2009 scheduled to continue throughout 2010. equated to a staggering 93 hours and 37 minutes. It’s a TV broadcasting arrangement ITV’s terrific support of the championship 17 that many other high-profile sports, let alone also extends online with its itv.com website motor racing series, around the world would streaming each live broadcast. In addition, die for. For those involved in the BTCC – a dedicated section on the itv.com site – that 16 teams, drivers, sponsors and fans – such also includes expert editorial coverage – exposure is clearly terrific news as ITV4 now allows visitors to watch re-runs of each race in reaches 94 per cent of the UK population. full by using the ITV Player facility. Furthermore, 90-minute race highlights ITV’s hugely popular on-screen Teletext were shown four times after each event on service carries regular news updates as well terrestrial channel ITV1, again on ITV4 and throughout the season. also Men & Motors – bringing the network’s total coverage for the season to 116 and a Global TV half hours. The BTCC is watched around the world on a variety of networks (both terrestrial and digital) spanning some 20 countries across six continents: Africa, Asia, Australia, Europe, UK TV Audience BTCC: Global TV North America and South America (see Country Broadcaster Audience reach chart). This means a potential audience Channel Total Broadcast Hours reach of close to 135 million households per (50 Programmes) USA Speed 80m viewing (some 1.35bn when annualised). The ITV4 93 hours 37 mins Canada Speed 8m ITV1 12 hours 30 mins championship also enjoys further significant S America (inc. Mex) Speed Latin America 15m Men & Motors 10 hours 19 mins global reach through a new programme Czech Republic Sport5 800k called The Grid, distributed worldwide with Denmark Canal Plus 46k Total hours 116 hours 26 mins race reports and footage from each round. Finland Canal Plus 68k The total reach for each viewing is over Total viewers 13,767,535* Greece Supersports 280k 400m households.  * Cumulative audience number, weighted according Netherlands Raceworld tba to programme duration hours, which reflects Norway Canal Plus 225k sustained viewing of more than three minutes Sweden Canal Plus 425k Slovakia Sport5 630k Russia 7TV 26m Australia One HD tba Hong Kong I-Cable 2.2m
  10. 10. “In 2009, the BTCC enjoyed unprecedented levels of live television exposure” TV Extra  The BTCC is big news as it tours around the UK, no more so than on regional TV news broadcast. Both ITV and BBC crews often roll up to preview the forthcoming big race weekend. Indeed, it is not uncommon for their also generates exposure on some of the entire news sports round-ups to be broadcast nation’s most-watched lifestyle and consumer live from the colourful backdrop of the BTCC’s programmes. BBC2’s motoring show Top Gear pit lane or paddock. This of course means regularly features drivers from the BTCC as tremendous added media value as the BTCC part of its mad-cap adventures that attract is paraded before new audiences of millions seven million-plus viewers per episode. during lunch and teatime broadcasts. In Dennis Publishing Figures 2009, BTCC generated an extra 90 minutes CBBC’s Sportsround show (BBC2 Friday pm Magazine ABC of pre-event coverage on regional TV outlets, and repeated BBC2 Saturday am) went Title circulation/readership Annual namely: Brands Hatch (ITV Meridian & behind the scenes with the BTCC at Brands Auto Express 69,000 / 291,000 3,519,000 / 14,841,000 BBC South East), Thruxton (ITV Meridian), Hatch. Similarly, its Help! Teach is Coming evo 62,282 / 217,000 747,384 / 2,604,000 Donington Park (BBC East Midlands), Croft To Stay programme also provided younger (ITV Tyne Tees, BBC Look North Leeds & viewers with an insight into the championship. Unique BBC Look North Newcastle), Snetterton (ITV Daytime cooking and celebrity shows Ready Website monthly visitors Annual Anglia), Knockhill (BBC Scotland), Silverstone Steady Cook (BBC) and Loose Women (ITV), as autoexpress.co.uk 1,073,720 12,884,640 (ITV Anglia, BBC Oxford, BBC Look East) and well as the investigative Tonight (ITV), have evo.co.uk 285,860 3,430,320 Brands Hatch Finals Day (ITV Meridian, BBC also contained BTCC content recently.  18 South East and BBC London Tonight). Through its contacts and appeal, the BTCC Media Partnership The BTCC enjoys an enviable media 19 partnership with major publishing group Dennis’s raved-about Auto Express and evo titles (both magazine and online), with a stream of broad editorial features and news updates, ticket competitions and advertising of race meetings that widens exposure to key new audiences. The group’s new online publication imotormag was also part of the mix in 2009. In addition, the magazines’ databases – running into hundreds of thousands of subscribers – are targeted with further BTCC news and promotions. In return, Dennis chiefly uses the BTCC to promote the Auto Express and evo brands with prominent logos on the side of every BTCC car and the championship’s podium and TV interview backdrops. 
  11. 11. Radio, Magazines, Newspapers & Online Previews, plus qualifying and race reports, regularly appear in the national media (both in-print and online). Noticeably, the UK’s Meanwhile, appointed radio agency Talking biggest selling daily newspaper, The Sun, Point Broadcasting schedules interviews has significantly increased coverage of the and reports as well as updating the audio BTCC on its website – see sidebar. Similarly, interview page on the official btcc.net fellow ‘red top’ The Mirror also forged its website. In 2009 the BTCC received 50 hours, own partnership with leading squad Team six minutes of total airtime across 154 BBC RAC, underlining the BTCC’s credentials as a results and longer-term benefits (see Crowds and independent radio stations, including recognised major sporting spectacle. chapter). Widely read trade and lifestyle immensely popular ticket promotions and publications covering education, emergency special features on talkSPORT, BBC 5 Live As the BTCC travels the land, the big regional and utility services, event organisation and with Gabby Logan, and BBC Radio 2 with newspapers print plenty of column inches other sports have all featured BTCC content. Steve Wright and Chris Evans – three of the about the championship, with a heavy focus nation’s most listened-to radio show hosts. on the championship’s star names and local The BTCC also provides perfect material BTCC broadcasts on radio in the UK in 2009 drivers and teams. Some circuits, working in for the UK’s many radio stations. At Croft in attracted an estimated 53.95 million listeners. conjunction with the BTCC, have arranged tie- 2009, BBC Radio 5 Live broadcast three live  ins with some of their most influential regional interview-based pieces from the paddock publications that have brought instant during its breakfast show. At Brands Hatch’s final round, Nick Ferrari, presenter 21 on London’s massive LBC station, was an enthusiastic visitor. 20 BTCC Media/btcc.net The Sun, as a brand, has also exploited  The BTCC’s media and many millions One of the site’s most popular sections is its CASE STUDY: the BTCC’s public appeal elsewhere; at of fans are also kept updated with news Fans Forum that allows fans to discuss all by the championship’s busy Media Office, manner of BTCC-related topics and also offers Black & white, Rockingham it provided Page 3 models as grid girls for Plato’s Racing Silverline team which of course also stimulates coverage them a chance to put their questions to Series red all over and brought along a pop band to play for across many types of outlets. Central to this Director Alan Gow – a feature almost unique the crowds. service is the BTCC’s official website www. among major sports websites and which Britain’s best-selling daily newspaper The Sun btcc.net – the ultimate on-line BTCC fix that further emphasises the BTCC’s accessibility.  has become a fervent supporter of the BTCC The Sun’s Chris Hockley says: “The reason provides information about every aspect of in recent years, particularly via its online we’re behind the BTCC is because it shares the championship. publication. many attributes with The Sun: excitement, drama, glamour and endeavour. A million people a day visit the-sun.co.uk btcc.net attracts up to 94,000 unique visitors and, after football, the BTCC has helped “It’s always good to be associated with an per month. It now has some 22,500 registered make motor racing its most popular sports outspoken, colourful big-name driver like fans with around half of those signing up to section. Jason because that raises our profile. receive official championship newsletters and details of exclusive competitions – many of After signing BTCC ace Jason Plato as a “But we also have the obvious benefit of which help teams to market their sponsors’ columnist, the website has rapidly expanded good TV coverage that shows our colours on products. its coverage of the championship to Jason’s car. For us it’s great to be involved include videos and regular reports on other with Britain’s premier racing series so we can characters within the series. hopefully share its popularity.”
  12. 12. The high profile HiQ MSA BTCC offers sponsors a range of possibilities that are unique in “Participation in the BTCC contemporary motor racing and clearly make grants a golden opportunity the BTCC one of the best-value investments in to bring alive a brand” the sporting market place. For any astute and imaginative company, participation grants an instant golden opportunity to bring alive a brand in front of hundreds of thousands of trackside spectators and millions more TV viewers. There is increased exposure through the BTCC’s prime time terrestrial, Freeview and satellite television packages, which reach millions of households throughout the UK and around the world. 22 CASE STUDY: RAC for the title “Our involvement has also enabled us to achieve plenty of internal engagement with staff at our many RAC centres around the UK with driver visits and so forth. To be seen to BTCC Series Director Alan Gow says: “The beauty of the BTCC is that it appeals to both consumer and business-to-business products. A lot of sports and championships are perhaps orientated more towards business products whereas that split doesn’t exist in the BTCC. The broad range of companies involved – many of them blue chip – whether suppliers to 23 the BTCC or team sponsors, also demonstrates In 2009, RAC hit the jackpot in terms of be winning in such a competitive sporting the power of a large crowd and prime time TV winning over the millions of public who either arena is obviously motivating for staff, but audience, particularly when there is a strong attend BTCC race events or watch them on also increases your standing in the public eye. demographic profile.”  television across the UK. “It’s fair to say that compared to previous In its fourth season as title sponsor to the activities, the BTCC has given us far greater WSR squad, it found itself at the very heart interaction with the public, particularly of the title battle as driver Colin Turkington families. You’re not limiting your audience challenged for – and won – the coveted appeal as the events are popular with both Champion’s trophy in his heavily-liveried sexes and people of many different ages from RAC BMW. all types of backgrounds.” RAC’s Sponsorship and PR Consultant Kerry Gazzard explains: “The three big boxes we initially set out to tick were very much brand awareness, business-to-business hospitality and media value. All three started being ticked almost immediately in our first season of 2006. We reaped instant rewards and it’s kept growing from there.
  13. 13. Sponsorship & Marketing “The BTCC’s geographical reach has enabled us to enhance our profile across the United  The Goodyear Dunlop group is entering Kingdom and reach further markets with its sixth year as major title sponsor with the its extensive television coverage in front of BTCC in 2010. From 2004-07, its Dunlop tyre BTCC’s extremely receptive audience and brand was the championship’s title sponsor loyal supporters. That reach has also opened before handing over until the end of the 2010 many potential new business partnerships season to sister UK fast-fit company HiQ. Its and enabled us to communicate our re- While doing wonders for a company’s brand Marketing Manager Geraldine McGovern brand and new brand positioning to hotel or product, the BTCC also offers sponsors and reports: “Our title sponsorship of the BTCC has users across both the business and leisure partners money-can’t-buy experiences at its become a vital component as we challenge sectors. On top of that, the BTCC’s high race events. The feedback from teams and for pole position in the fast-fit industry, and in “Our franchisees have interacted with the profile, mass audience and very exciting sponsors is always the same: no other motor our second year (2009) that sponsorship has series and used each race weekend to sporting environment provides us with further sport arena in the UK provides such wonderful helped the network establish itself as a fast-fit generate a new, growing customer base. TV opportunities to integrate our wider marketing marketing and sponsorship possibilities as brand the public can be sure of.  coverage, newspaper column inches and strategies to great effect.” the BTCC.  online social networking have also helped elevate HiQ to an increased position of “The BTCC is a product that strength within the industry, courtesy of our we are excited to be closely sponsorship of the BTCC. associated with as it remains “The BTCC is a product that we are excited a hugely popular sport with to be closely associated with as it remains a an ever-growing fan base” hugely popular sport with an ever-growing fan base. Having our name alongside the series has certainly created more awareness 25 and affection for our network of fast-fit CASE STUDY: centres.” Perfect fit for fast fit Other major high-street names have also 24 formed strong partnerships with the BTCC. HiQ’s title sponsorship of the BTCC, entering its third season in 2010, has added great One such is the Intercontinental Hotel Group credibility to its standing in the vehicle fast-fit (IHG) through its Holiday Inn brand, whose marketplace. Its association has come as Partnership Marketing Director Adrian White it pushes to make its expanding network of says: “Our involvement in the BTCC has centres across the country the number one been a great experience for the IHG group, choice for vehicle servicing. particularly for raising awareness of our brands in the UK.  On race weekend the benefits of branding- up each BTCC track in its corporate cyan colours are obvious: massive exposure in front of millions of motorists – many of them Furthermore, HiQ’s title sponsorship means it hugely loyal and passionate fans – watching can call on some of the BTCC’s biggest names trackside or on TV. – all influential role models – to endorse its messages. In 2009, reigning champion But HiQ’s allegiance to the BTCC reaps it Fabrizio Giovanardi, team-mate Andrew great rewards away from the track as well. Jordan and fellow BTCC racer Tom Chilton ““We work closely with our sponsors to ensure Many of its centres have taken on a fun and all added vocal support to HiQ’s 1-2-3 road they all maximise the full potential of their racy BTCC theme. In return, this sends out safety campaign. involvement in the BTCC,” explains Richard a clear and comforting message to existing Tait-Harris, Group Marketing Manager, and potentially new customers that they HiQ also used its involvement in the BTCC to Team Dynamics. “These sponsors down the are receiving the very highest standards in help raise awareness and funds for its chosen years have been predominantly blue-chip customer care. charity, Breast Cancer Care, with a number companies from both the motor industry of high-profile stunts at race events. Other plus high street brands. The BTCC provides hugely popular fan-friendly activities online them with a broad spectrum of opportunities. – such as voting for favourite drivers, a grid girl competition and product promotions to Obviously the media value generated in the the official btcc.net website and its database UK and beyond is the main attraction. Our of tens of thousands – have all added to research reveals that the worth of the TV increase HiQ’s public profile considerably coverage alone is at least three times greater compared to two years ago (see main than normal TV advertising.  chapter).