Automotive servicing and repair company Kwik Fit, will be the title sponsor of the UK’s largest motorsport championship for the 2019 season.
The Kwik Fit MSA British Touring Car Championship (BTCC) will build on 60 years of racing heritage which has resulted in the series now attracting more than 385,000 spectators at the live events and over 19 million viewer hours on free to air TV.
As well as watching the racing live and on TV, the BTCC fanbase is highly engaged with the championship on social media, interacting with both the overall championship content and posts from the individual teams and drivers. The entire season is screened on ITV4, which shows the full race programme live, with the broadcast lasting around six hours during each race weekend, as well as round-up programmes.
Kwik Fit’s sponsorship will include branding at the tracks, on the cars, driver and team clothing as well as digital collateral. Kwik Fit will also appear on the opening and closing credits and in the advertising breaks of the ITV broadcasts.
Kwik Fit will be aiming to attract even more fans to the series by highlighting the championship with its customers, both in its national network of centres and online retail operations, as well as through its own marketing and social channels.
Andy Lane, Marketing Director at Kwik Fit said: “We are looking forward to becoming the title sponsor of the championship. It is a fantastic competition with a strong heritage which will significantly add to our marketing activities. We are very excited about connecting with the fans and teams during the season ahead as well as helping raise the profile of the championship with our customers across the country.
“The BTCC is a perfect match for the Kwik Fit brand as the competition, while high speed, incredibly intense and skilful, involves cars that are modified versions of those many of our customers drive. We accept that under the bonnet they are a lot more powerful, and not many of the cars we see in our centres have had all their passenger seats removed, but the everyday motorist can closely relate to touring cars. We can’t wait to be on the starting grid for the first race.”
Alan Gow, the BTCC series director commented: “We are thrilled to welcome Kwik Fit into the fold of the BTCC. This will undoubtedly enable us to introduce the BTCC to hundreds of thousands more motorists across the UK. It also gives Kwik Fit the ideal opportunity to further increase their brand awareness via the UK’s largest motorsport championship.”