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ITV Sales announced today that swiftcover.com is to be the new sponsor of Formula 1 on ITV. Mark Rosenegk, Controller of Sponsorship & Branded Content at ITV Sales, negotiated the deal with Andy Thornes, TV Director at Initiative Media.
The integrated deal includes broadcast sponsorship of races, qualifying programmes on ITV1 and highlights on ITV4. Starting on 23rd April with the Imola race, the deal also includes sponsorship of www.itv.com/f1. The dedicated website features round-the-clock news and views on the world's fastest sport and, as one of Formula One's most popular online resources, it attracts 700,000 unique users and 13.8 million page impressions every month.
ITV exclusively covers Formula 1 live in the UK and it plays a pivotal part of the network's sporting portfolio. Steve Rider is anchorman on ITV's award-winning F1 coverage, alongside former drivers Martin Brundle and Mark Blundell, who provide analysis. Coverage of the opening Grand Prix at Bahrain peaked at 4.5 million viewers, a 38 percent audience share.
swiftcover.com is the UK's only 100% online insurance provider, offering customers significant savings on car insurance premiums and quotes in under a minute from its revolutionary new website www.swiftcover.com. Customers can do everything through their PC, say the company, including policy renewal, policy changes and adjustments, claims and safe storing of documents in their own "Swift Space".
Tina Shortle, Marketing Director at swiftcover.co, commented:
"We are delighted to be sponsoring Formula 1 and look forward to working with ITV1 to create a visual campaign that matches the excitement of Formula One racing.
"This sponsorship deal forms part of our integrated marketing strategy to build on the swiftcover.com brand and reach our target audience in an unexpected and impactful way. In a highly competitive market, it is key that our brand name gets on people's shopping lists and encourages them to get a quote."
Mortimer Whittaker O'Sullivan will be producing the sponsorship credits. The creative will feature frustrated Formula 1 drivers talking to chickens wearing headsets in the pits of a race track. These characters mirror the "call centre chickens" featured in the swiftcover.com TV advertising."
E&OE
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