BIRMINGHAM, England (March 15, 2005) — Goodyear Dunlop Tyres U.K. Ltd. is taking over as the title sponsor of the British Touring Car Championship (BTCC) for the next three seasons.
The BTCC said the agreement represents the largest ever sponsorship in the series' 47-year history, although neither the organizing body nor Dunlop disclosed the value. The series now will be called the Dunlop MSA British Touring Car Championship.
Dunlop has been the exclusive tire of the BTCC—Britain´s biggest motor racing championship—for the past two seasons, but this agreement extends the relationship to make the BTCC a key tool in Dunlop´s brand marketing program.
“The growing popularity of the BTCC and the exposure it receives give us a perfect opportunity to be in front of our target audience of keen driving enthusiasts,” said Dunlop UK Brand Manager Geraldine McGovern. “Looking at past returns in terms of advertising worth, the BTCC was top of our list and we are genuinely excited to be an integral part of this great championship.”
More than 200,000 spectators attended BTCC race meetings in 2004. The 2005 championship comprises 30 races staged on 10 race weekends at tracks in England, Scotland and Ireland running April through October.
The BTCC features race-prepared production model four-door, four-passenger touring cars powered by 2-liter, four- or six-cylinder engines. Among the manufacturers' brands eligible are Alfa Romeo, Audi, BMW, Chevrolet, Ford, Honda, Nissan, Peugeot, SEAT and Skoda.
Tires are 17-inch Dunlop racing slicks. Each competitor is permitted up to 20 slick racing tires per race weekend.