Formula Three, British GT “Great Opportunity” for Cooper, Avon Branding
At Silverstone for the season launch for both series, Cooper Tires’ UK representative Sarah McRoberts stated that the company—sponsored Formula Three and the Avon Tyres British GT championships represent a “great opportunity” for both brands’ extension in the UK. While Cooper was praised for providing great consistency – each brand was involved in their respective championships last year – McRoberts also noted the changes required to the compounds “across all our tyres” following EU legislation requiring clean oils in all road and track products. She said the company would be “aiming again for consistency of performance”.
McRoberts concluded that the branding opportunities in both championships – compounded by the promise of coverage on Channels Four and Five, as well as that provided by The Mirror Group and The Independent – allow the extension of both names to consumers in the UK and Europe. While performance branding is nothing particularly new to Avon, Cooper is still known primarily for its 4×4 tyres throughout Europe, she said. The importance of motorsport to Cooper in this case is obvious, in that it should allow the company to raise consumer conscience of its asphalt-focused product offering.