Car insurance news
Online car insurance firm sign Formula One sponsorship deal
An online car insurance firm has been revealed as the sponsor of ITV's prestigious Formula One motor racing coverage.
Swiftcover, the UK's only 100% online motor insurance provider, has forked out an undisclosed multi-million pound fee to sponsor the live Sunday coverage of the high-speed action, as well as the race highlights and qualification events.
Marketing Director at Swiftcover Car Insurance, Tina Shortle, said, "We are delighted to be sponsoring Formula One and look forward to working with ITV1 to create a visual campaign that matches the excitement of F1.
"The sponsorship deal forms part of our integrated marketing strategy to build on the Swiftcover brand and reach our target audience in an unexpected and impactful way."
The motor insurance company's new sponsorship campaign will feature a selection of frustrated racing drivers talking to chickens wearing headsets back in the pits. Apparently, these characters mirror the chickens that work in call centres in Swiftcover's other TV adverts.
Last weekend's San Marino Grand Prix was the first to be sponsored by the car insurance firm, and was eventually won by seven-time World Champion Michael Schumacher. Starting the race in pole position, the German finally came in two seconds ahead of Fernando Alonso to record his 21st championship point of the season.
For more information about Formula One, check out www.formula1.com.