Today Foster's announced an agreement with the Australian Grand Prix Corporation for the title sponsorship of the Australian Grand Prix until 2006 with an option to renew. The move strengthens Foster's significant involvement in Formula One Grand Prix globally, including title sponsorship in Britain and Belgium.
It is an ideal partnership between Australia's most global event and Australia's most global brand: both are recognised the world over for their "live life to the full" attitudes, both are Melbourne-based and both are major contributors to Australia's economy.
Ted Kunkel, Foster's Group President and CEO, commented: "The driving factor behind our decision to pursue this opportunity is that the Australian Grand Prix is a truly international spectacle, watched by 600 million viewers in 212 countries, and part of the fastest-growing sport in the world today. Foster's is one of the world's fastest-growing beer brands and the Australian Grand Prix is entirely synergistic with our global marketing efforts."
"Through this title sponsorship we will be able to promote the race in more than 150 countries where Foster's is sold. We see this as a long-term partnership between Foster's, the Australian Grand Prix Corporation and the State Government. By working together as proud Australians we will be in a position to showcase Melbourne, Victoria, Australia and Foster's to the world."
"Foster's has enjoyed a rich history with Formula One Grand Prix for almost 20 years," said Rick Scully, Managing Director, Foster's Brewing International. "Only 12 months ago Foster's announced a decade long deal with Grand Prix worldwide which takes into account exposure through premium track-side signage at the majority of races, pouring rights at 12 races, Paddock Club sponsorship at 16 races and naming rights sponsorship at Grands Prix in Britain - the home of Grand Prix, in Continental Europe in Belgium and now in Australia, the jewel in our crown."
"Independent research has shown the televised level of exposure of Foster's to be higher than any other brand during the 2000 season, making Foster's the number one brand track-side. The compelling combination of Foster's and Grand Prix in markets as diverse as Britain, Europe, North America, South America and Asia is almost unstoppable. And now, the global success story of Foster's and Formula One comes home to Melbourne."
Further Information
Jacqui Moore
Foster's Brewing International
Tel: +613 9633 2085
Fax: +613 9633 2262
Geoffrey Harris
Australian Grand Prix Corporation
Tel: +613 9258 7100
Fax: +613 9682 0410
Email: geoff.harris@grandprix.com.au
