An introduction to the BTCC

2. 02 Welcome
04 The Present
08 2010 Calendar
10 The Contenders
16 TV & Media
22 Sponsorship & Marketing
28 Trackside Hospitality
30 Spectator Appeal
34 The Past
36 TV & Spectator Data
38 Support Races
01
42 TOCA Team
44 Contacts
Credits
Editorial / MPA Creative Ltd
Photography / Jakob Ebrey
Design / Hutton Creative Ltd

3. Welcome
“On the track, the action
has rarely been better. Eight
different drivers racing for
six different teams in four
 That’s despite a cruel recession that has
different makes of car shared really put the onus on ‘value for money’
the victories in the 30 races” as people cut back on the little luxuries in
life. Yet the figures show the public was
prepared to continue to spend its cash in All this only lends further credibility to the
order to experience the thrill of the BTCC. quite superb success of our new champions:
That popularity is again something of which I Colin Turkington and the WSR/Team RAC
am immensely proud, particularly given the squad. For both, 2009 marked their first-ever
increasing number of options on which the BTCC title and they did it by beating one of
public could choose to spend its leisure time the most energetic and determined grids –
and disposable income. including four past champions and a Formula
1 Grand Prix winner – seen in the BTCC since
We continue to be blessed with a hugely we introduced the all two-litre format in 1991.
pro-active title sponsor in HiQ which, in Notably, Colin became the first ‘post-90s era’
the middle of its own expansion in the UK, driver to win the BTCC and it’s no coincidence
increasingly interacts with our fans (and that today’s grid is considerably more youthful
future customers) with some great initiatives. than a decade or so ago. For WSR boss Dick
In 2009 we achieved a world first with our Bennetts, watching one of his cars roll out in
pioneering regulation of limiting our race 2010 at last sporting No.1 on the side – after a
cars’ CO2 emissions. In fact, make that two decade of trying – will be one of his proudest
world firsts as we were also Dunlop’s chosen moments…
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championship to pioneer race tyre technology
with its highly effective radio frequency For me, however, every team, driver and
identification tagging system. sponsor who raced in the BTCC in 2009 is
a champion. The manner in which they
02
I’m fortunate enough to have been in this On the track, the action has rarely been pulled together, in financially difficult times,
job for nearly two decades now and can better. Eight different drivers racing for six to make sure they were a part of the BTCC’s
genuinely say that 2009 was one of the most different teams in four different makes of car success story and to entertain our watching
enjoyable years I have had in the British shared the victories in the 30 races. In fact, all millions speaks volumes for their enthusiasm,
Touring Car Championship. seven main makes and models of car on the and for the passion they have for this great
grid – BMW 3-Series, Chevrolet Lacetti, Ford championship.
A global recession was going to drastically Focus, Honda Civic, Honda Integra, SEAT Leon
cut our grid sizes, people would hold on to Television coverage of the championship’s and Vauxhall Vectra – took top three finishes. Big or small, I look forward to welcoming
their pennies and not come flooding through ten-round tour of the UK scaled new heights We even celebrated the closest finish in BTCC them all back onto our grid in 2010. Likewise,
the gates and we’d be left to stumble our way thanks to the commitment and skill of the history – 0.015s to be precise. In all, 15 drivers new teams and drivers who are already
through the season. Or so said the doom- ITV network. Live coverage from our events achieved podium results and, thanks to some making serious noises about adding to our
mongers… on ITV4 equalled a staggering 58 hours- breathtaking giant-killing performances, 24 numbers when the BTCC’s future breed of
plus. The total number of hours its channels out of the 29 ended the season with points on car (Next Generation Touring Car – see p05)
Instead, the BTCC will go into 2010 off the – ITV1, ITV4 and Men & Motors – dedicated the board. It really was that wide open begins to appear in 2011.
back of another tremendous season – one to the BTCC came to 116 hours-plus. It was and competitive!
of the most competitive, exciting and all watched by close to 13.8 million viewers. These are heady times for the BTCC with
mesmerising it has ever known in its 50-years Truly astronomical figures and ones that we many other major motor racing series looking
plus history. can look forward to again achieving in 2010 on with great envy. I know I’m not the only
thanks to our long-term arrangement one looking forward to our 2010 season with
with ITV. high expectations and bated breath. 
Twelve months ago I labelled the BTCC as
the ‘great escape’ for hundreds of thousands
looking for the ideal way to switch off from
the pressures of everyday life – a claim
substantiated by the fact that in 2009 just as
many people attended our race events as in Alan J Gow
2008. Again some 325,000 spectators came BTCC Series Director
through our gates – an impressive number in
any sporting sphere. 

4. The cars will be bigger and, using turbo-
charged engines, ultimately produce more
power. For the first few years, however,
that power will be reigned in so as to allow
all teams, whether running newer NGTC
or existing S2000 cars, to fight equally for
No other car racing series in Britain – indeed, outright honours. This helps safeguard those
The Present
very few around the world – comes remotely teams who have recently invested in S2000
close to enjoying the levels of media profile, equipment and, wisely, provides a sensible
audience numbers, marketability, public period of transition before the NGTC machines
appeal and great racing generated by the become the BTCC’s primary formula in 2013.
BTCC. 
As a sporting spectacle, BTCC race days The BTCC also boasts great heritage dating
are equal to Premiership football, rugby back to 1958 and in the 50-plus years since
and county cricket in terms of numbers, has stood out as Britain’s most charismatic
excitement and atmosphere. Much of that is and popular form of motor sport. It also sets
down to some unique selling points: unlike an example to other race series around the
other sports, children are admitted for free world when it comes to helping address
and the crowds are invited to rub shoulders environmental targets (see case study p07).
with their heroes thanks to an open-paddock
policy plus specially organised pit lane The 2010 grid will be filled once more
05
autograph sessions. predominantly by cars based on the FIA’s
Super 2000 technical regulations, which are
used in most other senior touring car series.
These types of cars have been in the BTCC
04
since 2004 and the most successful in recent
years have included the BMW 3-Series,
Chevrolet Lacetti, Ford Focus, Honda Civic,
SEAT Leon and Vauxhall Vectra. Cars that,
in other words, are akin to those in which
the public have driven to the circuit, further
encouraging great brand loyalty among
followers…
However, an exciting major technical change
that, importantly, will slash costs for teams
is on the horizon. A new breed of car (NGTC
or Next Generation Touring Car) will start to
appear in 2011 alongside S2000 machinery.
 Those teams opting to go the NGTC route The turbo-charged engines, all two-litre in
early will achieve an instant and dramatic size, are expected to last an entire season
reduction in costs. It is estimated that a ready- without requiring a rebuild. Teams will be
to-race NGTC car will cost around £100,000, permitted to choose from a manufacturer’s
some 50 per cent less than a front-running ‘broad family’ and develop them within set
S2000 machine. This could prove a catalyst parameters. Smaller teams will also have the
“Very few car racing series around for teams and sponsors in other categories, option of purchasing or leasing an unbranded
the world come even remotely close but with grand designs on the BTCC, to finally TOCA engine. The most any team could
to enjoying the levels of media profile, make their entrance. spend purchasing an engine will be
audience numbers, marketability, about £25,000. 
public appeal and great racing Greater use of common components such as
generated by the BTCC” ECU, brakes, hubs, steering rack, fuel tank,
gearboxes, suspension and subframes will
then further save tens of thousands of pounds
in development costs. On-event technical
support will also remove the need for teams
to carry such large spares inventories, further
lowering costs.

5. CASE STUDY:
“An exciting major technical
change that will slash costs Green Credentials Indeed, the BTCC’s smart thinking has
received glowing praise from Energy Efficient
for teams is on the horizon” Motorsport – the UK Government-sponsored
The BTCC’s green credentials down the years initiative set up to encourage energy
have been well documented, but in 2009 it efficiency in motor sport.
accomplished a world first by implementing –
and enforcing – new regulations that limit its EEMS’ Marc de Jong says the BTCC’s lead
cars’ CO2 emissions to those of their showroom should act as a wake-up call to other race
counterparts. series, commenting: “The BTCC is the first
championship to make CO2 emissions directly
Each car is now tested regularly on a rolling relevant to the competition. It has created a
road inside a neutral laboratory at Land platform and now motor sport can showcase
Rover’s hi-tech Solihull base to ensure it real and quantifiable solutions to the broader
complies with the regulations. industry.”
BTCC Series Director Alan Gow explains:
“Instead of simply mandating the use of bio-
fuels, which have little relevance in everyday
public life, or off-setting our emissions by
planting a few trees, the measures we
have taken are far more meaningful. They
actually challenge engine builders and car
manufacturers and help drive technology
06
forward.”
07
Proof that the regulations work is
underlined by the fact that in 2009:
• Eight different drivers representing
six different teams shared the 30
race victories
• Another seven drivers celebrated
podium results
• Nine different teams fielding seven The BTCC not only moves with the times,
different models of car achieved but keeps a firm check on its core values:
top three finishes providing manufacturers, teams and sponsors
• Out of ten qualifying sessions, seven with an unrivalled return on their investment
different drivers set pole position while delivering unparalleled, value-for-
 Notably, this is not the first time the Equally, race three’s starting grid order is
money entertainment for the public. 
BTCC has led a technical revolution: in the decided by race two’s result, but with the • The 30 fastest race laps were shared
between 12 different drivers
early Nineties it pioneered the all two-litre leading positions reversed. This has led to
formula that changed the face of touring car several smaller teams starting race three from • 13 different drivers racing for nine
different teams led races
competition globally forever. the front of the grid and, as a consequence,
enjoying the full attention of the ITV cameras. • 24 out of 29 drivers who raced in the
The BTCC also constantly monitors its sporting  BTCC scored championship points
regulations to ensure the racing is kept close
for participants and fans. For example, a
success ballast system – whereby extra weight
is applied to the most successful cars – is used
to prevent any runaway winners.

6. Living up to its status as the country’s premier More than just taking the action to the
race series, the HiQ BTCC headlines at all of people right around the UK, the wide mix of
“The BTCC selects the the UK’s top motor sport venues. The cleverly circuits presents the teams and drivers with
best possible tracks constructed ten-weekend calendar ensures different challenges. Whether it be super-fast
to ensure maximum that hundreds of thousands of fans throughout Thruxton’s daunting, high-speed corners or After Brands Hatch attracted 35,000 spectators
spectator appeal” the nation can catch the premier league tin- Knockhill’s undulating, off-camber twists, for its Finals Day event in 2009 – a record
top thrills at their local circuits. all the individual venues have their own BTCC crowd for the track since it was taken
characteristics to test the competitors’ nerves over by the MotorSport Vision group in
The 2010 calendar includes circuits in and skills to the limit. It’s worth noting that in 2004 – it is little wonder that Chief Executive
Cheshire, Fife, Hampshire, Kent, Leicestershire, 2010 the teams will have a welcome seven- Jonathan Palmer commented: “I’d like to
Norfolk, Northamptonshire and North week mid-season break so as to allow for the congratulate BTCC Series Director Alan Gow
Yorkshire. With each race meeting hosting British Formula 1 Grand Prix, football’s World and Dennis Carter at the BARC for evolving
three full points-scoring BTCC showdowns, Cup and cycling’s Tour de France. the championship into such an outstanding
there’s never a dull moment.  package of entertainment for the fans. It was
Furthermore, the BTCC takes great care in fantastic to see so many spectators at Brands
selecting the best possible track layouts to Hatch – the circuit really was heaving!”
ensure maximum spectator appeal. That’s
why races are held on a variety of tracks The BTCC really does add up to the best
from the epic Brands Hatch Grand Prix to the value-for-money entertainment possible for
picturesque Oulton Park Island and hurly- both trackside crowds and TV audiences. 
burly Silverstone National circuits.
2010 Dates
April 03-04 / Thruxton, Hampshire
09
April 24-25 / Rockingham, Northamptonshire
May 01-02 / Brands Hatch (Grand Prix), Kent
June 05-06 / Oulton Park (Island), Cheshire
08
June 19-20 / Croft, North Yorkshire
August 07-08 / Snetterton, Norfolk
August 21-22 / Silverstone (National), Northamptonshire
September 04-05 / Knockhill, Fife
September 18-19 / Donington Park, Leicestershire
October 09-10 / Brands Hatch (Indy), Kent

7. For many, the BTCC is at its most exciting and
competitive in over a decade with several
new pretenders having joined the list of
established stars expected to challenge for
outright honours in the coming years…
Each is taking full advantage of the BTCC’s
accessibility and level playing field to make
a name for itself in the UK’s – and one of the
world’s – most celebrated and charismatic
motor racing championships. Furthermore,
CASE STUDY: each knows success carries tremendous kudos
Fast forward with every race being broadcast live into
with a Ford living rooms across the nation on ITV4.
After an absence of almost a decade, 2009 Another beauty of the BTCC is that it doesn’t Today, independent squads rule the roost
saw the return of one of the BTCC’s truly giant limit the number of cars entered by a team. but the appeal for sponsors and big name
names, Ford, as independent squad Arena This enables those with bigger budgets to drivers is as appealing as ever. Indeed, the
International Motorsport entered a pair of put out two or maybe three cars and those levels of professionalism and attention to
Focus STs.
running to smaller budgets, but with just as detail achieved by the leading independent
much determination, to field single-car entries. squads in particular are equal to those of a
Significantly, the Aon-backed project
manufacturer-backed outfit. Proof of that is
demonstrated that BTCC regulations give Although not a factory team, Ford, notably,
Some teams, perhaps in their nascent years in the fact that in 2009 it was independent team
privateers the option of choosing their own still used Team Aon’s results to help promote
10
car and developing it into a front-runner. the BTCC, operate with considerable success WSR (Team RAC) that won the outright title
its innovative suspension design fitted to its
The Focus was later than hoped for – only Focus RS models on the road. on very modest budgets compared to the – its first in the BTCC – by beating Vauxhall’s
turning a wheel for the first time at a blustery, top-line outfits. But because the rewards in outgoing manufacturer-backed VX Racing,
11
deserted Silverstone just a month before the Arena boss Mike Earle says: “Investment, the BTCC are so high – both on and off the the most successful of modern times, plus
opening round – and it took until mid-season getting the pre-season engineering track – the championship remains a hugely Racing Silverline, an off-shoot of the RML
before points finishes became a reality. By programme right, not compromising on cost-effective exercise compared to other, less Chevrolet World Touring Car team.
Rockingham’s penultimate round, the hard solutions and being realistic – the rewards high-profile series. Big or small, each team
work really started to be rewarded as Tom are incremental – would be my top four has an opportunity to capture the public’s For WSR’s Colin Turkington, 2009 also brought
Chilton finished on the podium in third. pieces of advice.
imagination. him his first outright Drivers’ title – a highly
significant achievement for he became the
Then, at Brands Hatch’s final round, there “The Focus is something that no-one else has,
first of a newer generation of drivers to be
were ecstatic scenes as Chilton qualified on so I suppose we hope it may attract some
pole position before daring to lead two of crowned Champion. Indeed, it is noticeable
manufacturer support. BTCC is the most
Sunday’s three races – missing victory in one cost-effective form of motor sport and in the that the BTCC grid has taken on a younger
by the closest winning margin in BTCC current economic climate one of very few feel during the past five years, as drivers
history (0.015s). formulae that comes in under the rate card identify the series at an earlier age as a fairer
for sponsors. and much more exciting long-term career
opportunity with the chance to build a huge
“We’ve now got a strong package for 2010 profile. 
thanks to the progress we’ve made in ‘09.
That progress is something that Ford is
beginning to appreciate.”

8. “It’s one thing that every team
in the BTCC has in common:
they are all run by real
 But WSR, VXR and RML were not the only
enthusiasts who are in the
The Contenders
teams to spray the victory champagne in
2009. Adding to the mix were Team Dynamics
sport for the right reasons”
with its Honda Civic and, joining the winner’s
circle for the first time, Motorbase (running as
Airwaves BMW after a strong run of results
in 2008 attracted title sponsorship from the
Wrigley’s high-street brand).
Team Principal David Bartrum says: “Two
wins in 2009, only our fourth year, has been
a dream come true. It’s one thing that every
team in the BTCC has in common: they are all
run by real enthusiasts who are in the sport for
the right reasons, and although competition is
fierce, it’s a very healthy type of competition.
“For 2010 we feel ready as a team to
challenge for titles. Switching to the BMWs
in 2008 was the making of us – these cars
were already proven winners so we had no Entering with cars already proven on the
excuses. Furthermore, we’re permitted great world stage is one obvious way into the series.
technical support from BMW and that’s hugely However, the BTCC also allows – and very
13
important as we don’t have the budget for our much encourages – teams to join the grid with
own development programme. cars of their own choice by taking advantage
of the championship’s local homologation.
“We are still a true privateer team with For 2009, the BTCC created a Manufacturer/
12
minimal full-time staff supported by ‘weekend Constructor trophy to recognise and reward
warriors’ at race events. We probably present those using local homologation to introduce
a façade that belies the size of our budget. cars of their own design as opposed to those
Our template is WSR but with a character all already developed by other manufacturers
of our own.” or teams. Dynamics with its Honda Civic and
Arena International Motorsport, with its new,
self-developed Ford Focus STs (see case study
p10), both scored highly and received
podium silverware in this championship. 
JAG The BTCC also permits teams to continue using
older BTC-spec cars. The benchmark in their
heyday (2001-06), these cars offer smaller
independent teams a competitive and highly
cost-effective way into the series – and the
watching public with the very real possibility
of some giant-killing acts to celebrate. In
2009 both Paul O’Neill, with a third place
outright, and Martyn Bell scored points in their
sunshine.co.uk Honda Integras (see case study
p14), as did newcomer Martin Johnson in his
Boulevard Team Racing squad’s Vauxhall
Astra – a car originally used by Vauxhall’s
factory team as long ago as 2001! 

9.  The BTCC is famed for its ability to conjure
The Contenders
up some real David vs Goliath moments
and a number of incentives are in place
to encourage and aid the smaller outfits.
Included in entry fees is a handsome
allocation of paddock and pit lane passes
for working team personnel and VIPs. All
teams are given the same opportunities to
participate in the BTCC’s promotional activity,
whether PR stunts in the build-up to a race
CASE STUDY: weekends or during race day’s Pit Lane
Ray of sunshine Walkabout public autograph sessions. Also on
race day, there’s the reversing of the leading
positions on race three’s starting grid, thereby
As the boss of thriving online travel agency,
sunshine.co.uk, Chris Brown’s story tells how allowing minnows to start from the front live
achievable it is to live the BTCC dream. on ITV4. Dunlop, meanwhile, generously
rewards teams with tyre bonuses that alone
Brown had been a personal sponsor to equate to £70,000. That’s on top of the BTCC’s
privateer Martyn Bell from 2006 to 2008. For own £75,000 prize fund, shared out across the
2009, the BTCC bug having truly bitten, he ten rounds to reward each event’s top three
invested in the two ex-Team Dynamics title- highest-scoring teams. 
winning Honda Integras.
Brown says: “We’ve a modest outlay
Now owned by him, Brown contracted compared to the bigger teams yet in some In terms of accessibility, exposure, return on
experienced squad Tech-Speed to fettle the respects get more out of it. The sunshine.
investment, profile and following there has
14
cars for the popular Bell and Paul O’Neill. co.uk name is now very popular with BTCC
been no better time for teams to join – and
Twenty top ten finishes were probably audiences, which are huge in numbers and,
thrive in – Britain’s premier motor racing
beyond even Brown’s wildest dreams, let importantly to us as a company, consist of a
arena. 
alone the awe-inspiring third-place outright high percentage of families.
15
achieved by former factory Vauxhall driver
O’Neill at Snetterton… “Yes, my dream of being a part of the BTCC
grid has come true – I still pinch myself – but
purchasing the Hondas has also proved to
be a very shrewd marketing investment. The
BTCC’s rules enable the older cars to still
have their day of days and the public always
loves an underdog. It’s a strength we’re very
happy to play to… for now.”

10. As Britain’s biggest motor racing
TV & Media
championship, the BTCC commands
enormous media coverage throughout the
UK and globally.
Television has always been the BTCC’s most
powerful medium and since the late Eighties
the championship has received regular
coverage through Britain’s biggest
TV operators. 
ITV
In 2009, the BTCC enjoyed unprecedented
levels of live television exposure with free-to- It is therefore virtually impossible to miss
air channel ITV4 broadcasting a minimum of a round of the BTCC. Indeed, in 2009 an
five hours direct from each round into living accumulative audience of 13.8 million
rooms all across the UK. watched the BTCC across ITV’s channels, with
the same levels of coverage and viewership
In total, ITV4’s coverage of the BTCC in 2009 scheduled to continue throughout 2010.
equated to a staggering 93 hours and 37
minutes. It’s a TV broadcasting arrangement ITV’s terrific support of the championship
17
that many other high-profile sports, let alone also extends online with its itv.com website
motor racing series, around the world would streaming each live broadcast. In addition,
die for. For those involved in the BTCC – a dedicated section on the itv.com site – that
16
teams, drivers, sponsors and fans – such also includes expert editorial coverage –
exposure is clearly terrific news as ITV4 now allows visitors to watch re-runs of each race in
reaches 94 per cent of the UK population. full by using the ITV Player facility.
Furthermore, 90-minute race highlights ITV’s hugely popular on-screen Teletext
were shown four times after each event on service carries regular news updates as well
terrestrial channel ITV1, again on ITV4 and throughout the season.
also Men & Motors – bringing the network’s
total coverage for the season to 116 and a
Global TV
half hours.
The BTCC is watched around the world on
a variety of networks (both terrestrial and
digital) spanning some 20 countries across
six continents: Africa, Asia, Australia, Europe, UK TV Audience
BTCC: Global TV
North America and South America (see
Country Broadcaster Audience reach chart). This means a potential audience Channel Total Broadcast Hours
reach of close to 135 million households per
(50 Programmes)
USA Speed 80m
viewing (some 1.35bn when annualised). The ITV4 93 hours 37 mins
Canada Speed 8m ITV1 12 hours 30 mins
championship also enjoys further significant
S America (inc. Mex) Speed Latin America 15m Men & Motors 10 hours 19 mins
global reach through a new programme
Czech Republic Sport5 800k
called The Grid, distributed worldwide with
Denmark Canal Plus 46k Total hours 116 hours 26 mins
race reports and footage from each round.
Finland Canal Plus 68k
The total reach for each viewing is over Total viewers 13,767,535*
Greece Supersports 280k
400m households.  * Cumulative audience number, weighted according
Netherlands Raceworld tba to programme duration hours, which reflects
Norway Canal Plus 225k sustained viewing of more than three minutes
Sweden Canal Plus 425k
Slovakia Sport5 630k
Russia 7TV 26m
Australia One HD tba
Hong Kong I-Cable 2.2m

11. “In 2009, the BTCC enjoyed
unprecedented levels of
live television exposure”
TV Extra
 The BTCC is big news as it tours around
the UK, no more so than on regional TV news
broadcast. Both ITV and BBC crews often
roll up to preview the forthcoming big race
weekend. Indeed, it is not uncommon for their also generates exposure on some of the
entire news sports round-ups to be broadcast nation’s most-watched lifestyle and consumer
live from the colourful backdrop of the BTCC’s programmes. BBC2’s motoring show Top Gear
pit lane or paddock. This of course means regularly features drivers from the BTCC as
tremendous added media value as the BTCC part of its mad-cap adventures that attract
is paraded before new audiences of millions seven million-plus viewers per episode.
during lunch and teatime broadcasts. In Dennis Publishing Figures
2009, BTCC generated an extra 90 minutes CBBC’s Sportsround show (BBC2 Friday pm Magazine ABC
of pre-event coverage on regional TV outlets, and repeated BBC2 Saturday am) went Title circulation/readership Annual
namely: Brands Hatch (ITV Meridian & behind the scenes with the BTCC at Brands
Auto Express 69,000 / 291,000 3,519,000 / 14,841,000
BBC South East), Thruxton (ITV Meridian), Hatch. Similarly, its Help! Teach is Coming evo 62,282 / 217,000 747,384 / 2,604,000
Donington Park (BBC East Midlands), Croft To Stay programme also provided younger
(ITV Tyne Tees, BBC Look North Leeds & viewers with an insight into the championship. Unique
BBC Look North Newcastle), Snetterton (ITV Daytime cooking and celebrity shows Ready Website monthly visitors Annual
Anglia), Knockhill (BBC Scotland), Silverstone Steady Cook (BBC) and Loose Women (ITV), as autoexpress.co.uk 1,073,720 12,884,640
(ITV Anglia, BBC Oxford, BBC Look East) and well as the investigative Tonight (ITV), have evo.co.uk 285,860 3,430,320
Brands Hatch Finals Day (ITV Meridian, BBC also contained BTCC content recently. 
18
South East and BBC London Tonight).
Through its contacts and appeal, the BTCC
Media Partnership
The BTCC enjoys an enviable media
19
partnership with major publishing group
Dennis’s raved-about Auto Express and evo
titles (both magazine and online), with a
stream of broad editorial features and news
updates, ticket competitions and advertising
of race meetings that widens exposure to
key new audiences. The group’s new online
publication imotormag was also part of the
mix in 2009.
In addition, the magazines’ databases
– running into hundreds of thousands of
subscribers – are targeted with further BTCC
news and promotions. In return, Dennis
chiefly uses the BTCC to promote the Auto
Express and evo brands with prominent
logos on the side of every BTCC car and the
championship’s podium and TV interview
backdrops. 

12. Radio, Magazines,
Newspapers & Online
Previews, plus qualifying and race reports,
regularly appear in the national media (both
in-print and online). Noticeably, the UK’s Meanwhile, appointed radio agency Talking
biggest selling daily newspaper, The Sun, Point Broadcasting schedules interviews
has significantly increased coverage of the and reports as well as updating the audio
BTCC on its website – see sidebar. Similarly, interview page on the official btcc.net
fellow ‘red top’ The Mirror also forged its website. In 2009 the BTCC received 50 hours,
own partnership with leading squad Team six minutes of total airtime across 154 BBC
RAC, underlining the BTCC’s credentials as a results and longer-term benefits (see Crowds and independent radio stations, including
recognised major sporting spectacle. chapter). Widely read trade and lifestyle immensely popular ticket promotions and
publications covering education, emergency special features on talkSPORT, BBC 5 Live
As the BTCC travels the land, the big regional and utility services, event organisation and with Gabby Logan, and BBC Radio 2 with
newspapers print plenty of column inches other sports have all featured BTCC content. Steve Wright and Chris Evans – three of the
about the championship, with a heavy focus nation’s most listened-to radio show hosts.
on the championship’s star names and local The BTCC also provides perfect material BTCC broadcasts on radio in the UK in 2009
drivers and teams. Some circuits, working in for the UK’s many radio stations. At Croft in attracted an estimated 53.95 million listeners.
conjunction with the BTCC, have arranged tie- 2009, BBC Radio 5 Live broadcast three live 
ins with some of their most influential regional interview-based pieces from the paddock
publications that have brought instant during its breakfast show. At Brands
Hatch’s final round, Nick Ferrari, presenter
21
on London’s massive LBC station, was an
enthusiastic visitor.
20
BTCC Media/btcc.net
The Sun, as a brand, has also exploited
 The BTCC’s media and many millions One of the site’s most popular sections is its
CASE STUDY: the BTCC’s public appeal elsewhere; at
of fans are also kept updated with news Fans Forum that allows fans to discuss all
by the championship’s busy Media Office, manner of BTCC-related topics and also offers Black & white, Rockingham it provided Page 3 models as
grid girls for Plato’s Racing Silverline team
which of course also stimulates coverage them a chance to put their questions to Series red all over and brought along a pop band to play for
across many types of outlets. Central to this Director Alan Gow – a feature almost unique the crowds.
service is the BTCC’s official website www. among major sports websites and which Britain’s best-selling daily newspaper The Sun
btcc.net – the ultimate on-line BTCC fix that further emphasises the BTCC’s accessibility.  has become a fervent supporter of the BTCC The Sun’s Chris Hockley says: “The reason
provides information about every aspect of in recent years, particularly via its online we’re behind the BTCC is because it shares
the championship. publication. many attributes with The Sun: excitement,
drama, glamour and endeavour.
A million people a day visit the-sun.co.uk
btcc.net attracts up to 94,000 unique visitors
and, after football, the BTCC has helped “It’s always good to be associated with an
per month. It now has some 22,500 registered
make motor racing its most popular sports outspoken, colourful big-name driver like
fans with around half of those signing up to
section. Jason because that raises our profile.
receive official championship newsletters and
details of exclusive competitions – many of After signing BTCC ace Jason Plato as a “But we also have the obvious benefit of
which help teams to market their sponsors’ columnist, the website has rapidly expanded good TV coverage that shows our colours on
products. its coverage of the championship to Jason’s car. For us it’s great to be involved
include videos and regular reports on other with Britain’s premier racing series so we can
characters within the series. hopefully share its popularity.”

13. The high profile HiQ MSA BTCC offers sponsors
a range of possibilities that are unique in
“Participation in the BTCC contemporary motor racing and clearly make
grants a golden opportunity the BTCC one of the best-value investments in
to bring alive a brand” the sporting market place. For any astute and
imaginative company, participation grants
an instant golden opportunity to bring alive
a brand in front of hundreds of thousands
of trackside spectators and millions more TV
viewers.
There is increased exposure through the
BTCC’s prime time terrestrial, Freeview and
satellite television packages, which reach
millions of households throughout the UK and
around the world.
22 CASE STUDY:
RAC for the title
“Our involvement has also enabled us to
achieve plenty of internal engagement with
staff at our many RAC centres around the UK
with driver visits and so forth. To be seen to
BTCC Series Director Alan Gow says: “The
beauty of the BTCC is that it appeals to both
consumer and business-to-business products.
A lot of sports and championships are perhaps
orientated more towards business products
whereas that split doesn’t exist in the BTCC.
The broad range of companies involved –
many of them blue chip – whether suppliers to
23
the BTCC or team sponsors, also demonstrates
In 2009, RAC hit the jackpot in terms of be winning in such a competitive sporting
the power of a large crowd and prime time TV
winning over the millions of public who either arena is obviously motivating for staff, but
audience, particularly when there is a strong
attend BTCC race events or watch them on also increases your standing in the public eye.
demographic profile.” 
television across the UK.
“It’s fair to say that compared to previous
In its fourth season as title sponsor to the activities, the BTCC has given us far greater
WSR squad, it found itself at the very heart interaction with the public, particularly
of the title battle as driver Colin Turkington families. You’re not limiting your audience
challenged for – and won – the coveted appeal as the events are popular with both
Champion’s trophy in his heavily-liveried sexes and people of many different ages from
RAC BMW. all types of backgrounds.”
RAC’s Sponsorship and PR Consultant Kerry
Gazzard explains: “The three big boxes we
initially set out to tick were very much brand
awareness, business-to-business hospitality
and media value. All three started being
ticked almost immediately in our first season
of 2006. We reaped instant rewards and it’s
kept growing from there.

14. Sponsorship & Marketing
“The BTCC’s geographical reach has enabled
us to enhance our profile across the United
 The Goodyear Dunlop group is entering
Kingdom and reach further markets with
its sixth year as major title sponsor with the
its extensive television coverage in front of
BTCC in 2010. From 2004-07, its Dunlop tyre
BTCC’s extremely receptive audience and
brand was the championship’s title sponsor
loyal supporters. That reach has also opened
before handing over until the end of the 2010
many potential new business partnerships
season to sister UK fast-fit company HiQ. Its
and enabled us to communicate our re- While doing wonders for a company’s brand
Marketing Manager Geraldine McGovern
brand and new brand positioning to hotel or product, the BTCC also offers sponsors and
reports: “Our title sponsorship of the BTCC has
users across both the business and leisure partners money-can’t-buy experiences at its
become a vital component as we challenge
sectors. On top of that, the BTCC’s high race events. The feedback from teams and
for pole position in the fast-fit industry, and in “Our franchisees have interacted with the
profile, mass audience and very exciting sponsors is always the same: no other motor
our second year (2009) that sponsorship has series and used each race weekend to
sporting environment provides us with further sport arena in the UK provides such wonderful
helped the network establish itself as a fast-fit generate a new, growing customer base. TV
opportunities to integrate our wider marketing marketing and sponsorship possibilities as
brand the public can be sure of.  coverage, newspaper column inches and
strategies to great effect.” the BTCC. 
online social networking have also helped
elevate HiQ to an increased position of
“The BTCC is a product that strength within the industry, courtesy of our
we are excited to be closely sponsorship of the BTCC.
associated with as it remains “The BTCC is a product that we are excited
a hugely popular sport with to be closely associated with as it remains a
an ever-growing fan base” hugely popular sport with an ever-growing
fan base. Having our name alongside the
series has certainly created more awareness
25
and affection for our network of fast-fit
CASE STUDY: centres.”
Perfect fit for fast fit Other major high-street names have also
24
formed strong partnerships with the BTCC.
HiQ’s title sponsorship of the BTCC, entering
its third season in 2010, has added great One such is the Intercontinental Hotel Group
credibility to its standing in the vehicle fast-fit (IHG) through its Holiday Inn brand, whose
marketplace. Its association has come as Partnership Marketing Director Adrian White
it pushes to make its expanding network of says: “Our involvement in the BTCC has
centres across the country the number one been a great experience for the IHG group,
choice for vehicle servicing. particularly for raising awareness of our
brands in the UK. 
On race weekend the benefits of branding-
up each BTCC track in its corporate cyan
colours are obvious: massive exposure in
front of millions of motorists – many of them Furthermore, HiQ’s title sponsorship means it
hugely loyal and passionate fans – watching can call on some of the BTCC’s biggest names
trackside or on TV. – all influential role models – to endorse
its messages. In 2009, reigning champion
But HiQ’s allegiance to the BTCC reaps it Fabrizio Giovanardi, team-mate Andrew
great rewards away from the track as well. Jordan and fellow BTCC racer Tom Chilton ““We work closely with our sponsors to ensure
Many of its centres have taken on a fun and all added vocal support to HiQ’s 1-2-3 road they all maximise the full potential of their
racy BTCC theme. In return, this sends out safety campaign. involvement in the BTCC,” explains Richard
a clear and comforting message to existing Tait-Harris, Group Marketing Manager,
and potentially new customers that they HiQ also used its involvement in the BTCC to Team Dynamics. “These sponsors down the
are receiving the very highest standards in help raise awareness and funds for its chosen
years have been predominantly blue-chip
customer care. charity, Breast Cancer Care, with a number
companies from both the motor industry
of high-profile stunts at race events. Other
plus high street brands. The BTCC provides
hugely popular fan-friendly activities online
them with a broad spectrum of opportunities.
– such as voting for favourite drivers, a grid
girl competition and product promotions to Obviously the media value generated in the
the official btcc.net website and its database UK and beyond is the main attraction. Our
of tens of thousands – have all added to research reveals that the worth of the TV
increase HiQ’s public profile considerably coverage alone is at least three times greater
compared to two years ago (see main than normal TV advertising. 
chapter).