<I>Daily Telegraph</I> to back UK F1 coverage.

Leading British broadsheet newspaper The Daily Telegraph has revealed that it is to become the latest backer of UK channel ITV's Formula One coverage.

The newspaper, one of the most consistent reporters on F1 in the UK, has signed a deal to sponsor both the television and internet coverage provided by ITV, rumoured to be worth around ?4.5million, and will begin its association with the channel at the Australian Grand Prix, which kicks off the 2004 campaign next weekend [5-7 March].

The newspaper takes over as programme sponsor from car giant Toyota, which pulled out of its multi-year deal ahead of schedule. As a result, the price paid by the Telegraph is substantially down on that demanded of the car giant, a cut estimated at ?1.75million on last season. Toyota's backing was estimated at around ?25million in total. The Daily Telegraph will receive branding on all race coverage on ITV1, plus the highlights show on sister channel ITV2.

"We are delighted to welcome a newspaper of such significance to the F1 ITV family," said Brian Barwick, controller of ITV Sport, "Their coverage of Formula One has always been of the highest quality, and we look forward to a fruitful partnership."

The association between television and newspaper will be launched with a bigger-than-usual F1 supplement preceding the opening round of the championship and will be backed up by a Fantasy F1 game.

"As one of Britain's highest profile sports, Formula One is a superb fit with the Daily Telegraph - Britain's best selling quality daily and undoubtedly the leading newspaper for sport," commented Telegraph Group marketing director Mark Dixon, "We are delighted to be sponsoring ITV's F1 coverage in 2004."