Formula 1
Minardi connects with new sponsor
CONNECT Communication is a recently formed, Swiss-headquartered telecommunications service provider with clearly stated goals, and it has chosen commercial sponsorship of the Minardi F1 Team as its preferred marketing strategy to support a ...
Published: Apr 29, 2004, 9:51 PM
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CONNECT Communication is a recently formed, Swiss-headquartered telecommunications service provider with clearly stated goals, and it has chosen commercial sponsorship of the Minardi F1 Team as its preferred marketing strategy to support a major move into international markets. As a result, the Wilux Minardi Cosworth entries of Gianmaria Bruni and Zsolt Baumgartner will carry the Connect Communication logo for the remainder of the 2004 season.
Connect Communication, a subsidiary of Connect Holding Ltd, is a competitively priced, all-in-one service provider for Fixnet, Mobile, Broadband and Voiceover IP requirements to small and medium-sized businesses. Customers benefit from dealing with a solus supplier for all their telecommunications requirements, receiving a single monthly invoice for the required combination of services.
The company has used sports sponsorship very successfully to generate brand recognition within Switzerland, via agreements with Swiss Ice Hockey Champions, Bern, and FC Zurich, and has now elected to use commercial involvement with Wilux Minardi Cosworth to roll out its services internationally.
The marketing strategy will also see Connect Communication staff using the high-quality, business-to-business opportunities provided by Formula One, both to increase its customer base and to make contact with potential investors, whose involvement will help facilitate the process of making acquisitions within the telecommunications delivery sector.
"There is no doubt that sports sponsorship as a marketing and promotional vehicle is a very effective way of generating brand recognition," says Connect Holding Ltd Chief Executive Officer, Claudio Marcone. "For Connect Communication during its start-up phase, this was a very important issue. For the company's future international roll-out, what is more effective than the Formula One world to get the maximum recognition from a global audience? We have chosen a partnership with Wilux Minardi Cosworth for three clear reasons: the team's history within Formula One, with over 300 GPs and counting; the immense B2B opportunities available, and the large Minardi fan club community worldwide. Having agreed terms at Imola, our long-term partnership will go further than simply a commercial sponsorship arrangement. We are very happy to be working with the Wilux Minardi Cosworth team."
Team Principal, Paul Stoddart, comments, "We are very pleased to welcome Connect Communication to the family of Minardi commercial partners. It is particularly gratifying that, being well experienced in the use of sports sponsorship as a marketing and promotional vehicle for their brand, Connect Communication senior management have made a well-considered decision that involvement with Wilux Minardi Cosworth and the Formula One World Championship is the most effective way of assisting them to introduce their service to a global audience."
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