Wrigley's Airwaves has become the official chewing gum sponsor of the World Rally Championship, International Sportsworld Communicators Ltd, the media and commercial rights holder for the sport, announced today.
Airwaves is already a personal sponsor of Stobart Ford's Matthew Wilson, who lines up alongside other international sports personalities in the 2008 'Airwaves Pro' campaign, which aims to 'inspire and empower people to KICK UP A GEAR', and 'encourages consumers to live their dream'.
Airwaves plans' to build on its relationship with the Championship through a variety of 'unique WRC experiences', which it is hoped will provide the brand with an opportunity to 'integrate itself within the sport'.
"Airwaves is delighted to become an official sponsor of the FIA World Rally Championship," said Wrigley marketing director, Toby Baker.
"We've already been involved this season via our relationship with Matthew and our new sponsorship agreement will provide more opportunities to convey our 'KICK UP A GEAR' brand vision with the millions of fans who follow the FIA World Rally Championship worldwide.
"The sport is a superb fit for Airwaves, as it epitomises adrenaline-fuelled and high octane motorsport, which is of a high interest to our consumers."
"We are very excited to welcome Wrigley to the World Rally Championship and to its family of sponsors and partners," added Simon long, CEO of ISC.
"Airwaves is a brand which fits perfectly within the sport of rallying and the partnership will help WRC continue to communicate with its fan base through the variety of exciting co-promotions with the Airwaves brand."