Sponsorships Advertising Marketing

AUSTRALIAN FOR RACING: FOSTER'S EXPANDS FORMULA ONE TIES

3.11.1997

          Australia-based Foster's is "doubling" its commitment
     to Formula One racing with a $20M pouring rights deal that
     makes Foster's the beer served at nine of the 17 Formula One
     races this year, according to AD AGE.  The nine races are in
     Europe or Australia.  The company said it will spend 7% of
     its worldwide marketing, ad and sales promotional budget on
     the five-year deal.  Foster's also gets "increased signage
     and promotion" at events, "each of which is watched by an
     average 600 million TV viewers worldwide" (AD AGE, 3/11).

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