Swiftcover.com backs Formula 1 coverage on ITV

by Staff, Marketing 04-Apr-06, 11:00

LONDON - Swiftcover.com, the online insurance company, is to sponsor ITV's Formula 1 coverage.

The multimillion-pound deal, Swiftcover.com's first sponsorship venture, includes broadcast sponsorship of races and qualifying stages on ITV1, as well as highlights on ITV4.

The sponsorship starts in time for the fourth race of the season, the Imola Grand Prix in San Marino on April 23.

Swiftcover.com's ad agency, Mortimer Whittaker O'Sullivan, is handling the creative, which features the call-centre chickens from the brand's TV advertising. The sponsorship TV credits will show frustrated F1 drivers talking to chickens in the pits.

The deal also covers sponsorship of ITV's Formula 1 website, itv-f1.com.

LG Electronics backed ITV's F1 coverage last year.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum.