Sony to sponsor ITV's F1 coverage

by Fiona Ramsay, Media Week 06-Mar-08, 16:35

ITV has signed up Sony as the new sponsor for its Formula 1 coverage.

Finalisation of the deal follows weeks of uncertainty that a deal would be signed before the start of the F1 season on 15 March.

It is understood that ITV had sought to secure a sponsor worth around £5m per year, double Honda's £2.5m deal for 2007. ITV would not comment on the value of the Sony deal.

In a deal negotiated by OMD UK, sponsorship will include broadcast sponsorship of races and qualifying programmes on ITV1, plus, highlights on ITV1 and ITV4, as well as sponsorship of ITV.com/f1.

Coverage begins next weekend with live coverage of the Australian Grand Prix and runs for 18 races.

Viewing figures for the 2007 F1 season were at their highest since 2001, with an increase of 41 per cent on the previous year's coverage.

A peak of 10.6 million viewers (47 per cent share) watched British star Lewis Hamilton finish as runner-up in the drivers' championship in the final race in Brazil.

Sponsorship idents will be developed by Fallon. Digital and mobile assets will be developed by Dare.