FIA World Rally Championship Energized By New Sponsorship Deal
GSK’s decision to align their flagship nutritional brand with one of the most challenging motorsport events in the world is a logical and exciting move for Lucozade Energy. WRC’s popularity is growing year on year and in 2004, was watched by over 700 million viewers in almost 200 countries.
Drivers and co-drivers competing for the 2005 WRC crown will drive at speeds of up to 200 kph, on asphalt, gravel, snow and mud in temperatures that can plummet to -30oC and soar to 40oc – a real assault on their senses. In such a grueling environment it is essential that drivers and their co-drivers are precise, maintaining their concentration, focus and energy levels throughout, as they compete against the most unforgiving adversary of them all – the clock.
Typically, WRC events comprise of around 25 special stages and are spread over three days. It is vital that drivers and co-drivers remain mentally alert and focused and have the necessary energy stores to allow them to undertake the physical rigors of each grueling stage – Lucozade Energy is therefore the perfect drink for their needs. Recent scientific studies with the Government’s Transport Research Laboratory have shown that drinking Lucozade Energy can helps maintain concentration and focus, particularly when doing demanding mental work such as driving - and it doesn’t get much more demanding than flying over a blind brow at 150 kph in fog!
‘This is a very exciting time for the Lucozade Energy brand and we are delighted to be working with such a vibrant, innovative and complimentary partner – the FIA World Rally Championships.’ Commented Daniel Scott, Brand Manager, Lucozade Energy. ‘The essence of rallying holds huge appeal within our audience so the WRC is an ideal platform for us to engage with customers and communicate our mental and physical energy values. We have an industry 1st promotion planned for March which is set to create a real buzz’.
GSK had appointed leading UK partnership marketing consultancy, Lighthouse Communications Ltd. to negotiate the extensive WRC sponsorship package. As a lead sponsor, Lucozade Energy will benefit from a host of additional rights including use of the WRC logo and team car imagery in promotional activity and on-pack, behind the scene access to all WRC events worldwide and the supply of Lucozade Energy at events.
‘The World Rally Championship is becoming one of the fastest growing spectator sports in the world and attracting a sponsor of the calibre of Lucozade Energy is a huge boost for the Championship going into the start of the new season.’ said Simon Long, Managing Director of ISC. ‘Lucozade Energy have some innovative plans for how they are going to build on their new association with the WRC which I am sure will appeal to its existing passionate fan base as well as helping attract new enthusiasts to the excitement of the WRC.’
Lucozade Energy will activate their new relationship with the WRC by launching a unique through-the-line campaign in March which has been designed to capture the excitement and diversity of the Championships and offer consumers once in a lifetime experiences. Soon to be unveiled, the high-octane promotion is guaranteed to capture the imagination of all motorsport enthusiasts and Lucozade Energy drinkers. UK focused, the promotional activity will incorporate a strong international flavour.
The 2005 WRC season kicks off in Monte Carlo this Thursday. Don’t miss the preview that will be shown this Sunday on ITV at 12.55pm.
Did you know that Lucozade Energy…?
· 75 years ago Lucozade Energy was launched creating the energy drink category in the UK
· Today Lucozade Energy is an iconic British brand and remains the UK’s number 1 Energy drink (AC Nielson, Sept 2004).
· A bottle of Lucozade Energy is drunk every 8 seconds around the world (GSK internal sales)
Note to the Editor
The research outlined in this release has been carried out at three independent research centres: Department of Experimental Psychology at the University of Bristol, the Transport Research Laboratory (TRL), Crowthorne and the Human Cognitive Neuroscience Unit at Northumbria University. All studies have shown that Lucozade Energy can help improve mental performance.
· Lucozade Energy – For further information and imagery regarding Lucozade Energy, please contact Peter Laundy at Lighthouse Communications Ltd.
Tel: +44 (0) 208 812 3400
· WRC – For further information on the WRC, please contact Richard Heaselgrave at ISC
Tel: +44 (0) 7764 521 117