Renault F1 title sponsor ING has added a third
Formula 1 race to its burgeoning sponsorship portfolio, with the announcement that it is to take over title sponsorship of the 2008 Hungarian Grand Prix.
The high-profile Dutch financial institution joined the top flight with Renault last year, and independent research by IFM showed that ING was the most visible on-track F1 sponsor over the course of the year, with 11,010 seconds on-screen across the 17 races, ahead of
Bridgestone (9,375s), Allianz (5,851s) and Vodafone (5,618s).
Further research amongst 16,000 people in 32 countries showed the move strongly increased ING's global brand awareness and created a clear and positive perception of the firm, leading to a significantly increased willingness amongst potential customers to do business with them.
As a sign of its reinforced commitment to F1 and role as one of the sport's leading sponsors, ING will provide title sponsorship in 2008 for the Hungarian, Australian and Belgian grands prix. It has a contract with the latter for the next two years, in addition to its two-year sponsorship of the season curtain-raiser in Melbourne. What's more, ING will have on-track branding presence at 13 of the 18 races in 2008.
“Central and Eastern Europe is a vital market for ING,” underlined Isabelle M. Conner, ING Group head of marketing, “and one that is passionate about
F1. Hungary is the only grand prix in Central and Eastern Europe, and it's vital that we successfully use the grand prix to continue to build ING's brand in the region. It was a clear decision to take the title sponsorship for the Hungarian Grand Prix.”
ING's on-track branding package will provide extensive trackside branding, together with branding of the track entrance and all ticketing and products produced by the circuit for the grand prix.
![The ING Renault R27 [Pic credit: Renault F1]](http://pix.crash.net/thumbs/285614.jpg)
