MOTORSPORT SPONSORSHIP - MULTIFACETTED MARKETING
The British Touring Car Championship (BTCC) is the UK’s premier motorsport series, the Mini Challenge provides a
significant supporting role. The events package exciting brand values with a loyal, passionate and expansive fan base, both trackside and via unparalleled live free-to-air TV coverage.
Max Coates and High Row Marketing offer B2B and B2C marketing and business opportunities through a year-long campaign. The nine-event 18-race nationwide calendar starts in April and concludes in October.
Through the UK Clio Cup we offer a commercial and communication platform targeting the ABC1 socio-economic group as well as co-sponsors within the motorsport team and BTCC series’.
The Driver - taking it to the Max
Max is a popular driver in the British Touring Car Championship paddock, a champion and multiple race winner.
At 26-years-old Max has 17 years racing experience. The 2019 season has seen Max shine both on and off-track ending the year as vice-champion with 7 race wins. Max has earnt plaudits as a true sportsman thanks to his live ITV4 interviews with hosts Steve Rider and Louise Goodman.
A proud Yorkshireman, Max holds a 1st Class Sports Marketing Degree and is a director of Marketing Agency, High Row Marketing. With over 20,000 social media followers reaching in excess of 2 million people per year Max is a credible brand ambassador, personable, marketable and engaging.
“He has become a role model for younger people with career aspirations and also an
excellent ambassador for the sport and the sponsors/brands associated with him.
His media skills and approachable nature with the public mean he’s been able to build a following that
many drivers in higher levels of the sport would kill for.”
CARL MCKELLAR, RENAULT SPORT MEDIA MANAGER
MINI CHALLENGE - BTCC SUPPORT SERIES
The Mini Challenge supports the BTCC at eight of the best race circuits including Brands Hatch, Silverstone, Donington Park and Croft. Pitting identically tuned versions of the MINI JCW hatchback against each other, it breeds the next generation of touring car talent.
The championship is ultra-competitive, exciting and highly respected allowing sponsoring brands to use motorsport as an
integral part of a marketing campaign. A branded car and driver are powerful commercial assets which can be used across a variety of communications to portray brand values, drive sales and deliver a ROI.
“The advertising space on the front or side of a BTCC car carries an awful lot of weight.
We believe the return on investment is two or three for one without a shadow of doubt.”
SIMON KNIGHT, WRIGLEY UK FIELD SALES DIRECTOR
TV & Fans - 'Fan'-tastic appeal
The BTCC / Clio Cup receives unrivaled TV coverage, each event includes 8 hours live broadcasting on ITV4, live-streaming via itv.com and a Motorsport UK highlights show.
Max / the race car has received over an hour of live TV coverage per season. Global coverage can be seen in the USA, Canada, China, India, Australia as well as many other countries.
The BTCC is one of the UK’s top sporting attractions outright with crowd numbers that go toe-to-toe with some of those seen in football’s Premier League. Over the course of a BTCC weekend, supporters are offered an unforgettable experience through official autograph sessions and other events organised by teams and sponsors. Each race event is publicised through a range of media channels.
Activation - at the track
A BTCC teams’ hospitality is the perfect place to wine and dine VIP guests across the UK. Each event has a real sense of occasion and offers your guests the chance to learn about the inner workings of a professional Motorsport team.
Furthermore, the hospitality unit acts as a hub for all of the team’s partners. The hospitality village congregates all BTCC teams creating a hive of commercial activity with a variety of key decision makers from different business sectors.
Current team partners have spent in excess of £4million with each other in the
last three years.
Partners can engage with race day fans via the pit-lane walkabout session or a trade stand at the event. There is a variety of opportunities to sell and sample products, run competitions and capture consumer data.
Activation - away from the track
Away from the circuit a partnership with the BTCC and Max is a powerful marketing and commercial asset.
Our VIP Experience Days and Karting events allow your staff and customers to enjoy the thrill of driving a racing car first hand and provide an opportunity to spend time with key contacts. Max, the car and his racing simulator are available to attend events, trade shows and product launches to increase footfall and create excitement. Max will attend other events during the year Yorkshire Show.
We are always open to ideas for further PR activities, promotion opportunities and activation for our partners.
Media and digital - generating exposure
#BTCC is regularly trending on social media!
Max’s social media content ensures that sponsors are given exposure through his channels. Imagery and press releases are made available around each race event. Max is well known to regional TV crews, radio stations and media publications which allows sponsors to create captivating PR stories and content using Max and the team.
Similarly, the BTCC website receives over 280,000 unique visitors per month with social media reach over 10 million per month. The BTCC press team engages local media at each event as well as hosting podcast interviews. External media had reached 75.9million people by mid-season as well as 1.5million downloads of BTCC’s podcasts.
Calendar - widespread national appeal
The BTCC’s ten-event, 30-race calendar spans the length and breadth of Britain to ensure the best track side experience reaches the greatest possible number of spectators. Sponsors can activate their partnerships locally, regionally and on a national scale.
Round Circuit Date Location
1 Donington 28/29 Mar Derbyshire
2 Brands Hatch 11/12 Apr Kent
3 Silverstone 25/26 Apr Northants
4 Thruxton 16/17 May Hampshire
5 Oulton Park 13/14 Jun Cheshire
6 Snetterton 25/26 Jul Norfolk
7 Croft 15/16 Aug North Yorkshire
8 Knockhill 29/30 Aug Fife
9 Silverstone 26/27 Sep Northants
10 Brands Hatch 10/11 Oct Kent