BTCC series director Alan Gow says he is pleased with the way that the title sponsorship deal in place with HiQ has developed during the 2008 season.
HiQ, part of the Goodyear Dunlop group, took over from Dunlop as title sponsors of the series for its 50th anniversary season in a three-year deal and introduced a number of initiatives to complement its sponsorship during 2008 – including the popular fans forums held prior to each event and the introduction of the Champagne Moment, where fans were able to vote for their top driver from the previous round.
As well as introducing discounts for BTCC fans, HiQ was also able to give its staff the chance to get a taste of racing life with a number of tyre technicians fitting tyres on race cars during the course of the year.
"HiQ and the BTCC is developing into a brilliant relationship," Gow said. "The company has been extremely pro-active from the first race back in March and we have received a great deal of feedback praising the company's energy and enthusiasm.
"A lot of time and effort has gone into engaging with the fans of the series, who are reaping the benefit of having HiQ as the title sponsor and the introduction of this clever Champagne Moment initiative is giving those watching both trackside and live on television yet another chance to get actively involved in the championship."
James Bailey, HiQ's BTCC spokesman, was equally pleased with how the partnership had panned out in its first year.
"We are delighted with the success of our BTCC sponsorship," he said. "We have formed a great partnership with the series and we are looking forward to 2009 already. There will be lots for fans to look forward to as we seek to build on a great first year.
"HiQ and the BTCC work so well together and we could not be happier with the way things have gone – both on and off the track."