TA set to sponsor oval racing team at Rockingham

Marketing 12-Jun-03

The Territorial Army (TA) has signed one of the year's more unusual sponsorship deals with an agreement that will see a major motor racing team taking to the track in full military camouflage.

The TA has struck a deal to back the Deuce-RML Chevrolet car in the Days of Thunder oval racing championship at the Rockingham circuit in Corby, Northamptonshire.

A first for the reservists body, the agreement reflects the values of teamwork, fitness, speed and commitment required by both motor racing and involvement in the Forces.

As well as the track presence, the TA will gain exposure from Channel 4 and print coverage of the series.

Rockingham has been further buoyed by deals with Lego and McDonald's, both of which will help the venue bolster its positioning as a family attraction. The Lego tie-up, which the toy company will use to promote its Lego Racing brand, will include the development of a permanent Legoland display at the track.

The deals reflect the venue's approach to sponsorship, which sees it co-ordinate deals centrally.