HiQ to Build on First Year as BTCC Sponsor
As its first season as title sponsor draws to a close (the last race is on 21 September), HiQ is promising to build on its exciting three-year sponsorship of the British Touring Car Championship. According to the company, the sports bosses have praise the way in which HiQ have handled the image and representatives of the tyre retail chain say they will be coming back with even more initiatives when the 2009 campaign begins in April.
HiQ has been keen to interact with as many fans as possible during the season, in order to maximize its sponsorship of the sporting extravaganza. More than 2,000 supporters have made the most of the company’s fans’ forum events, which have taken place in towns around the UK before each race, featuring some of the stars of the circuits.
HiQ’s new Champagne Moment initiative is also drawing hundreds of supporters to the company’s official website, who are voting for their favourite competitors after each weekend of race action. Other regular discounts, offers and giveaways have also been put in place as the season has progressed, to the delight of BTCC bosses. In addition tyre technicians have been allowed to swap the forecourt for the fast lane and have fitted tyres for Jason Plato, Fabrizio Giovanardi and other stars of the series, picking up valuable tips in the process.
BTCC Series Director Alan Gow said: “HiQ and the BTCC is developing into a brilliant relationship. The company has been extremely pro-active from the first race back in March and we have received a great deal of feedback praising the company’s energy and enthusiasm. A lot of time and effort has gone into engaging with the fans of the series, who are reaping the benefit of having HiQ as the title sponsor and the introduction of this clever Champagne Moment initiative is giving those watching both trackside and live on television yet another chance to get actively involved in the championship.”
James Bailey, HiQ’s BTCC spokesman said: “We are delighted with the success of our BTCC sponsorship. We have formed a great partnership with the series and we are looking forward to 2009 already. There will be lots for fans to look forward to as we seek to build on a great first year. HiQ and the BTCC work so well together and we could not be happier with the way things have gone – both on and off the track.”