Orange Deal Bears Fruit For Arrows.

Arrows has confirmed its rumoured ?70million sponsorship deal with telecoms giant Orange.


Orange, the UK's most advanced digital mobile phone network, enters Formula One in a three-year title sponsorship deal, which will see the company become official communications supplier to the Leafield outfit, and the team become known as Orange Arrows F1.


The deal signals a major move by Orange into sports sponsorship, and reflects the company's intention to be a global communications brand, with a presence in 50 countries, by 2003. The sponsorship will be used to promote the brand - and its advanced communications services - in key markets around the world via Formula One's physical presence and television coverage.


The agreement with Arrows is wide ranging, and includes team and car branding and a variety of promotional, hospitality and marketing activities alongside the title sponsorship. Importantly, Orange becomes the team's communications supplier, and will launch a WAP-based information service at the Australian GP next weekend capable of providing up-to-the-minute news and information on the team and its progress.


"This is a great sponsorship for Orange," said CEO Hans Snook, "Formula One racing is one of the most dynamic sports in the world, relying on leading-edge technologies and continually pushing the boundaries of technological and engineering excellence. Orange has a similar focus on innovation and technical leadership and this, alongside access to a global audience, provides clear synergies for us.


"This is a ground-breaking achievement, not only in that it is probably one of the largest communications sponsorships in the world, but that it is also the beginning of hi-tech brand dominance in Formula One sponsorship.


The Arrows team is a British-based company with, we think, tremendous potential. We are looking forward to establishing what promises to be a dynamic and successful partnership, which exploits our communications leadership for the world of Formula One."


Arrows boss Tom Walkinshaw was equally pleased to have landed a big name backer and secured his outfit's future on the grand prix grid.


"Orange and Arrows are both involved in businesses where speed is of the essence and timing is crucial," he said, "Both companies are also involved in businesses that are at the leading edge of technology. It is obvious that Orange is one of the most innovative companies in its field, and the freedom it has given people in communicating has changed the way we conduct both our business and private lives.


"We are looking forward to the wealth of new, advanced communications services that Orange can offer to us and Arrows' fans worldwide, and I am delighted to say that the future's bright, the future's Orange and Arrows!"


The official launch of Arrows year 2000 campaign - delayed from last Monday - will now take place in Melbourne on Wednesday 9 March.