Crabbie’s unveils British Touring Car Driver and Team Sponsorship
Crabbie’s, the UK's number one selling Alcoholic Ginger Beer brand, has made its first foray into motorsport becoming the official sponsor of the Motorbase Performance prepared Crabbie’s Racing Team and new team driver Jack Clarke in the 2014 British Touring Car Championship.
Spanning 30 rounds over a seven month race season, the British Touring Car Championship is an exciting, action packed race series, with extensive TV coverage reaching in excess of 20 million people in the UK alone.
Capitalising on the popularity of the sport and its global audience with multi-channel coverage, the sponsorship is set to widen the awareness of the brand in the UK and further afield.
Commenting on the sponsorship, Peter Eaton Snr, Deputy Chairman of Halewood International, said: “Crabbie’s is delighted to be supporting both the team and Jack Clarke in the British Touring Car Championship this year. Motorsport is both vibrant and exciting, and the demographic and popularity around the BTCC is a perfect partnership for Crabbie’s and our UK and international ambitions.
“The brand is already enjoying considerable international success in the USA, Canada and Australia and is the number one bottled ale in the UK and from a company perspective, we are looking forward to an exciting season and a strong presence in the paddock.”
As well as introducing Crabbie’s Racing, the brand will also be sponsoring driver Jack Clarke. Clarke previously enjoyed a successful single-seater career, which culminated in a victory and several podiums in the FIA Formula Two Championship. He has since competed in a number of high-level GT races in the World Endurance Championship, European Le Mans Series and Blancpain Endurance Series, plus a number of NASCAR stock-car events in the US.
Clarke will contest the 2014 Dunlop MSA British Touring Car Championship, driving a Motorbase Performance-prepared NGTC Ford Focus under the Crabbie’s Racing banner.
Both Jack and the newly liveried car were unveiled at Donington Park as part of the official BTCC media day. The opening round of the ten-event Dunlop MSA British Touring Car Championship will take place at Brands Hatch on 29/30 March. In total, the championship visits nine of the UK’s best circuits across eight counties and regularly attracts crowds upwards of 40,000 at each venue. ITV broadcasts each and every race on ITV4, with a number of highlights programmes being shown after each round on both ITV and ITV4.
The Crabbie’s Racing partnership is the latest in a series of high profile sports sponsorships and partnership campaigns for the famed drinks brand and its parent company Halewood International.
Sponsorship programmes to date include Hibernian FC, Everton FC and most recently, In September 2013, Crabbie’s proudly announced its role as the Official Title Sponsor of The Grand National Festival at Aintree for the next three years. That partnership, along with that of Clarke, cements the burgeoning brand’s presence at the forefront of British sport.
The Crabbie’s brand features a portfolio of alcoholic and non alcoholic drinks, made famous by its Ginger Beer and Ginger Wine’s, and expanded recently with the launch of refreshing flavour additions and further varieties to its range.