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FINANCIAL TIMES LOOKS AT MOTORSPORT SPONSORSHIP
Published April 27, 1995
Motorsport sponsorship is featured in a special insert in FINANCIAL TIMES. Because motorsports is "a minefield for the unwary," some national authorities have organized seminars for "potential backers" to reduce risks. A seminar held by the UK Governing Body and the Institute of Sport Sponsorship, used the "alliance" between the London-to-Brighton Veteran Car Run and General Foods as a "successful" case study. General Foods had been looking for "a quality event with which to link" a new brand of coffee but "had not even thought about cars." They were drawn to motorsports by the idea of "endless opportunity" of brand exposure, among other factors. John Griffiths writes sponsorship of Formula One will continue strong as more companies fit it into their international marketing strategy (FINANCIAL TIMES, 4/27).