MUMBAI: This is a piece of news that should energise motorsport event World Rally Championship (WRC). WRC’s rights holder, International Sportsworld Communicators (ISC) has announced that it has agreed a global sponsorship deal with GlaxoSmithKline (GSK).
In India viewers can catch WRC action on AXN. The sponsorship deal will see GSK’s Lucozade Energy brand being installed as the ‘Official Energy Drink of the WRC’ for the forthcoming season.
The WRC has stated that 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 claims that in 2004 it 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 -30 degrees and soar to 40 degrees- a real assault on their senses. In such a gruelling 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 brand manager Daniel Scott said, ‘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 essence of rallying holds huge appeal within our audience and so the WRC is an ideal platform for us to engage with customers and communicate our mental and physical energy values. We have a first of its kind promotion planned for March which is set to create a real buzz.”
Lucozade Energy will activate their new relationship with the WRC by launching a unique through-the-line campaign in March. This has been designed to capture the excitement and diversity of the WRC and to offer consumers once in a lifetime experience. Soon to be unveiled, the high-octane promotion is aimed to capturing the imagination of all motorsport enthusiasts and Lucozade Energy drinkers. The UK focussed promotional activity will incorporate a strong international flavour.
GSK had earlier appointed leading UK partnership marketing consultancy, Lighthouse Communications 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.