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Honda moves up a gear

Honda moves up a gear

Honda is to raise its profile and its association with the speed and glamour of motoring as sponsor of ITV’s F1 coverage.

Launching on March 17, the deal includes broadcast sponsorship of races, qualifying programmes on ITV1 and highlights on ITV4 as well as for the first time ever, interactive coverage featuring exclusive Honda and F1 content.

The deal also includes sponsorship of This recently revamped dedicated website is the top UK F1 website and leading brand in the UK marketplace.

It features round-the-clock news and views on the world’s fastest sport and attracts around one million unique users a month.

ITV is the exclusive UK broadcaster of the Formula 1 Championship in the United Kingdom, with live coverage of each of the seventeen races on ITV1, as well as live coverage of qualifying, comprehensive highlights.

The 2007 F1 Championship begins with the Australian Grand Prix and features four British drivers in the new RA107 Earth car, Honda's pioneering environmental concept (see

A peak of almost eight million viewers watched Formula 1 coverage in 2006. Live race coverage across the 2006 season averaged a 38 percent share of male ABC1 viewers

Manager for Customer Communications, Honda (UK), Ian Armstrong said, "’Without racing there is no Honda.

“This sponsorship allows us to expand our Sporty platform to the large audience that F1 attracts and enables us to expose the viewer to many more stories about Honda's passion for racing and some of the people that live out that passion every day”

Brand Partnerships Director at ITV Customer Relations, Gary Knight, said: “This is a great endorsement in ITV’s high quality sports programming and Honda will be exploiting all the opportunities available to reach F1 fans through the sponsorship of ITV’s unique interactive and online content.”

The idents will be produced by Honda's creative agency Wieden and Kennedy and will build on Honda's sporty credentials through their indisputable passion for racing.

The integrated partnership was negotiated by Starcom+ the sponsorship arm of Starcom Mediavest Group.

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