The 2013 WRC Rally Australia will carry title sponsorship from the country's biggest equipment hire company, race organisers revealed this week during the inaugural Australian Rally Hall of Fame dinner in Canberra.
The race will now be officially known as the Coates Hire Rally Australia as a result of the new deal.
Rally Australia Event Manager David Catchpole explained that the company's sponsorship was an ideal fit with the WRC race.
“The unique nature of a special-stage world rally requires extensive temporary infrastructure across an entire region, and no company is better equipped or more experienced than Coates Hire to support us in this major project,” said Catchpole.
"Rally Australia's previous experiences with Coates Hire have been very successful," he added. "Now we're delighted to be stepping up our relationship to one that is both operational and promotional.”
Coates Hire's strategic marketing group manager Jeremy Hill explained that the deal wasn't just the usual case of providing the race with extra money, but went much deeper in this car.
“Coates Hire goes beyond a traditional sponsorship model and becomes a true partner with the sporting association by providing a tailored hire equipment services solution to cover all of the difficult logistical and geographical challenges that rallying provides,” Hill said.
The hire company had a long history of involvement with rallying throughout Australia, and has also become the 'Official Hire Equipment Sponsor' of the East Coast Bullbars Australian Rally Championship.
The 2013 Coates Hire Rally Australia will be held on September 12-15 in the Coffs Coast region of New South Wales, and will constitute round 10 of the 2013 World Rally Championship.