Leyland accelerates BTCC sponsorship

Leading trade paint brand Leyland will once again be enjoying life in the fast lane this year after announcing its renewed high-octane sponsorship of leading Dunlop MSA British Touring Car Championship team Airwaves BMW for the 2010 season.

Leyland established itself as one of the most colourful attractions during last season and lifted the lid on the sponsorship in typically colourful style at the official media day held at Brands Hatch last week. National and motorsport press joined fans to witness the official unveiling of the cars, sponsors and new team line-ups ahead of the 2010 campaign.

The new deal sees the Leyland brand and its ‘Mad About Colour!’ campaign step up a gear with its logo and colour designs splashed across both BMW cars, transporters’, team and drivers’ clothing, garages and trucks.

In addition, the eye-catching Leyland Lovelies will once again be bringing colour to the BTCC grid as official grid girls for the team, joined this year by Leyland’s new racing mascot, who will be on parade and entertaining the trackside visitors at various events throughout the season.

Airwaves BMW’s announcement of its drivers was shrouded in secrecy until the last minute when it was confirmed that “fans favourite” Mat Jackson and Steven Kane would be spearheading the challenge from the Kent-based team. With arguably one of the strongest team line-ups on the grid, both drivers are expected to feature heavily throughout the season, giving Leyland plenty of opportunity to splash a bit of colour on the podiums!

Leyland Brand Manager Nicki Hickman said: “We enjoyed another hugely successful launch day at Brands Hatch and really made our mark with our unique approach to colour. Last year’s sponsorship was fantastic for both Leyland and Airwaves BMW, but we’ve got plenty more surprises up our sleeve for this year and the 120 hours of coverage across ITV’s stations throughout the season will ensure that Leyland’s brand ethos of delivering honest, trusted and reliable products reaches a wider audience.”

Airwaves BMW Team Principal David Bartrum said: “Leyland made a huge impact on the BTCC last season and we’re delighted to welcome them back for another season in the fast lane. It’s great news for the championship as a whole to have such an instantly recognisable brand like Leyland on board.”

Following its inception in 1958 the British Touring Car Championship (BTCC) has grown to become Britain’s foremost motor racing spectacle. The season comprises ten events at top circuits across the UK and is contested by professional racing drivers in competition versions of every day road cars. With over 325,000 fans watching trackside each year, it has phenomenal public appeal.