Honda Signs Up As Itv’s F1 Sponsor

Fresh from rebranding its race car as part of a campaign to promote green
issues, Honda has signed up as the broadcast sponsor for ITV’s coverage of the
upcoming F1 season.

It is thought that Honda will use its status as ITV’s broadcast sponsor for
the new season to further leverage its new stance on promoting environmental
concern.

The deal, negotiated and delivered by Starcom+, the sponsorship arm of
Starcom Mediavest Group, provides the car brand with broadcast sponsorship of
races and qualifying programmes on ITV1, highlights on ITV4 as well as – for the
first time ever – interactive coverage featuring exclusive Honda and F1 content.

Starting on 17 March with the Australian Grand Prix, the deal also includes
sponsorship of ITV’s dedicated F1 website – www.itv.com/f1.

A peak of almost eight million viewers watched Fernando Alonso win his second
consecutive Formula One World Championship at the Brazilian Grand Prix in
October 2006 while live race coverage across the 2006 season averaged a 38%
share of male ABC1 viewers.

Honda replaces previous broadcast sponsor The Daily Telegraph who’s one-year
deal with ITV expired at the end of last season.