ITV has announced that Honda is to be the new sponsor of the 2007 Formula 1 coverage on ITV.
The integrated partnership, negotiated and to be delivered by Starcom+, the sponsorship arm of Starcom Mediavest Group, will include 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. Starting with the Australia Grand Prix, the deal also includes sponsorship of www.itv.com/f1. The recently revamped dedicated website boasts a position as the top UK F1 website and features round-the-clock news and views.
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. ITV's award-winning F1 coverage is presented by Steve Rider, with analysis from Mark Blundell and commentary from James Allen and Martin Brundle.
The 2007 F1 Championship began with yesterday's Australian Grand Prix and features four British drivers, with debutants Lewis Hamilton and Anthony Davidson joining the established David Coulthard and Jenson Button in the new RA107 Earth car, Honda's pioneering environmental concept (see www.myearthdream.com).
A peak of almost eight million viewers watched Fernando Alonso win his second consecutive Formula 1 World Championship at the Brazilian Grand Prix in October 2006. Live race coverage across the 2006 season averaged a 38 percent share of male ABC1 viewers.
"'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", said Ian Armstrong, Manager for Customer Communications, Honda (UK).
Gary Knight, Brand Partnerships Director at ITV Customer Relations, said: "We are delighted to confirm Honda as this season's sponsor for ITV's F1 coverage. 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 are intended to build on Honda's sporty credentials.
ITV has announced that Honda is to be the new sponsor of the 2007 Formula 1 coverage on ITV.
The integrated partnership, negotiated and to be delivered by Starcom+, the sponsorship arm of Starcom Mediavest Group, will include 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. Starting with the Australia Grand Prix, the deal also includes sponsorship of www.itv.com/f1. The recently revamped dedicated website boasts a position as the top UK F1 website and features round-the-clock news and views.
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. ITV's award-winning F1 coverage is presented by Steve Rider, with analysis from Mark Blundell and commentary from James Allen and Martin Brundle.
The 2007 F1 Championship began with yesterday's Australian Grand Prix and features four British drivers, with debutants Lewis Hamilton and Anthony Davidson joining the established David Coulthard and Jenson Button in the new RA107 Earth car, Honda's pioneering environmental concept (see www.myearthdream.com).
A peak of almost eight million viewers watched Fernando Alonso win his second consecutive Formula 1 World Championship at the Brazilian Grand Prix in October 2006. Live race coverage across the 2006 season averaged a 38 percent share of male ABC1 viewers.
"'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", said Ian Armstrong, Manager for Customer Communications, Honda (UK).
Gary Knight, Brand Partnerships Director at ITV Customer Relations, said: "We are delighted to confirm Honda as this season's sponsor for ITV's F1 coverage. 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 are intended to build on Honda's sporty credentials.