By Martin Beck-Burridge; Jeremy Walton
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Extra info for Sports Sponsorship and Brand Development: The Subaru and Jaguar Stories
Sample text
FISA made several attempts in the early 1980s to encourage TV companies to pay for the privilege of televising the Grand Prix season. In April 1998, Max Mosley recounted the story of how Ecclestone managed to get an agreement from the European Broadcasting Union to show all of the rounds and originate the TV coverage. 1 THE BACKGROUND Team Sponsorship – Primary Sponsors: 1993 F1 Season Industry No. 0% 25% 50% 75% Source: Sports Marketing Surveys proper presentation of all trackside advertising so that it did not interfere with the camera coverage.
In addition there were a number of very practical aspects of rallying that had a great deal of appeal to Mr Narita and his sales and marketing teams: • Rallying was more directly related to selling cars rather than a brand image, which is probably what Formula 1 achieves FUJI HEAVY INDUSTRIES AND SUBARU 53 • Rallying would provide a direct link with the values of the Subaru brand and the customer’s vehicle • Rallying provided the opportunity to use a road car and develop a more exclusive range In the following months Mr Kuze visited the WRC events, and in April he accompanied a representative from the Royal Automobile Club’s Motorsport Committee to the Safari Rally making valuable contact with Mr David Richards of Prodrive.
In the early years of the company the concentration on the combination of marketing and engineering skills was a natural combination given the skills of the founding Directors. Both had had successful careers in marketing and, in David Richards’s case, also in rallying and race preparation. In this context the mission statement is extremely clear: ‘To provide a commercial and marketing platform for the successful promotion of clients’. In 1984 Prodrive formed its first motorsport team, the Rothmans Porsche Rally Team and within its first year had won the Middle East Rally Championship and second place in the European Rally Championship.