Whyte amp; Mackay is aiming to raise its profile further through sponsorship of the Force India Formula one team, with the brand’s logo displayed on the car and on the drivers’ racing overalls.
Along with the branding, Whyte amp; Mackay will also be activating the sponsorship in trade and consumer channels, with a number of prizes including tickets to the British grand prix at Silverstone in June.
Nick Gaskin, Whyte amp; Mackay UK marketing director said the Force India deal is the first of two major global sponsorships the brand is set to announce in the coming months, and added: “Our successful sponsorship of the Whyte amp; Mackay Premier League Darts has helped us grow brand awareness and increase our volume share in the off trade. As we are drawing closer towards the Whyte amp; Mackay Premier League Darts final, the Force India sponsorship will ensure that we keep building on this momentum and continue to be at the forefront of people’s minds”
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