BS Reporter |
Mumbai
January 13, 2007
Last Updated at 00:00 IST
Toyota ropes in Kingfisher as Formula 1 sponsor
| Marking an entry into the high-profile Formula 1 circuit, liquor baron Vijay Mallya-promoted Kingfisher Airlines has inked a multi-year partnership deal with Toyota Motorsport to be an official partner of the Toyota F1 racing team.
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| Kingfisher Airlines will be designated as official partner for the Toyota Racing Team of the Köln-based Toyota Motorsport.
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| The partnership between Kingfisher Airlines and Toyota Racing team will aim to raise the profile of the team and Formula 1 in India while showcasing the Kingfisher Airlines brand to the world.
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| Mallya said: "It makes sense for Kingfisher Airlines to leverage a global sports platform such as Formula 1 to augment visibility and appeal for all audiences worldwide. Besides, we intend to weave together a series of compelling consumer engagement initiatives that will reward our passengers flying on board Kingfisher Airlines with free opportunities to watch Formula 1 races live among other exciting rewards."
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| Rated as one of corporate India's biggest overseas brand partnerships, the deal will initially be for a period of two years commencing with the 2007 racing season.
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| The deal also marks the largest sports partnership programme so far for the 21-month-old Kingfisher Airlines.
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| This partnership also marks for the first time ever that an Indian airline has partnered on this scale with anyone in the F1 circuit worldwide.
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| Starting from the next Grand Prix, the "FlyKingfisher' insignia will feature on the TF107 Formula 1 racing cars at race events across the globe. The Fly Kingfisher insignia will also appear on drivers' helmets and overalls, as well as other corporate branding platforms.
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| Toyota Motorsport President John Howett said: "We hope this partnership will strengthen Formula 1's position in India and bring Panasonic Toyota Racing to the people here." |
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