SBD/27/Sponsorships Advertising Marketing

FINANCIAL TIMES LOOKS AT MOTORSPORT SPONSORSHIP

     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).
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Formula One

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