Total Sports Asia has been appointed as the official sponsorship agent for Scuderia Toro Rosso in Asia and the Middle East, as the team hopes to capitalise on Formula One's global growth to land more backing.

The region currently hosts races in China, Japan, Malaysia and Bahrain, with others on the horizon in Singapore, Korea and Abu Dhabi, as well as India, and TSA has six offices across the region on which to call in its search.

"At a time when the world of sports sponsorship is increasingly drawing interest from Asian brands, understanding their cultural issues, market needs and the business processes of the region are paramount in being able to bring together established and emerging Asian brands with the emerging team at Toro Rosso," TSA CEO Marcus Luer explained.

"We have spent many years building up our network and our experience, and now boast a team that not only understands the market, but that also operates in local language's and has a track record of success in the area of sports marketing. In a team like Toro Rosso, we see many synergies, an F1 team which is bringing together key experience with innovative ideas and a challenging approach amidst tough competition."

Toro Rosso team principal Franz Tost admitted that it was important for a squad in the early stages of development to take a close look at opportunities in emerging markets.

"It's clear that any commercial strategy in sport must now consider strongly the influence and strength of the Asian and Middle Eastern markets and their respective brands," he reasoned, "As a challenger team, we require specialists in all areas of our operation, and sponsorship and commercial partners are no exception. In Total Sports Asia, we feel we have identified a partner with specialist experience in a key sector for our business."

 

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