Sponsored named for Australian GP

Foster's On Pole Position For Melbourne Friday, 23rd November 2001, Melbourne, Australia: With little more than three months to go until the Formula One grid is unleashed in Melbourne, preparations for the 2002 Foster's Australian Grand Prix are ...

Foster's On Pole Position For Melbourne

Friday, 23rd November 2001, Melbourne, Australia:
With little more than three months to go until the Formula One grid is unleashed in Melbourne, preparations for the 2002 Foster's Australian Grand Prix are on full throttle.

As title sponsor, Foster's will have pole position trackside as more than 350,000 Australian and international spectators stream through the turnstiles over the four days. Internationally, the Foster's Australian Grand Prix race telecast will be visible to 350 million viewers in more than 150 countries.

Speaking at the launch of the Foster's Australian Grand Prix, Mr James King, Managing Director, Carlton and United Breweries said, "This newest partnership between Foster's and Grand Prix is a perfect fit, offering a fantastic opportunity for us to showcase not only Foster's but also our wines and spirits to our home market.

"An Official Sponsor of Grand Prix globally, Foster's has enjoyed a rich history with Formula One Grand Prix for almost 20 years. We have significant presence with track-side signage at the majority of races, pouring rights at 12 races, Paddock Club sponsorship at 16 races and naming rights to the Belgian and British Grands Prix."

Independent research shows television exposure of Foster's in the past two Formula One seasons to be higher than any other brand associated with the sport, making Foster's the number one brand track-side. Now as the naming rights sponsor of the Australian Grand Prix, Foster's will heighten its involvement from 2002.

"We are especially pleased that this new commitment means we are able to bring our experience with Grand Prix to the birthplace of Foster's where our roots were established more than 100 years ago."

Outside the circuit, preparations are well underway for Foster's to share the excitement of this premier sporting event with the community and beer drinkers alike. Over 2 million specially marked cases of Foster's and Foster's LightIce products will be distributed in the months leading up to the event, to both heighten awareness and promote event ticket sales. With the proven success of Foster's promotions and marketing efforts surrounding the 2001 global Formula One Grand Prix calendar and 2000 Sydney Olympic Games, the team is well prepared to show both locals and visitors what it's like to party with Foster's.

Around the world the Foster's marketing and sales teams have already been leveraging the new sponsorship agreement. Activities have included Foster's Grand Prix displays in Shanghai during the recent Asia Pacific Economic Corporation meeting and global Foster's promotions like Fostralia, which offers more than 1000 Foster's drinkers the holiday of a lifetime Down Under, focusing on the opportunity to experience Foster's Australian Grand Prix first hand.

The Foster's Australian Grand Prix is sure to be an outstanding world showcase for Foster's, for Melbourne, for Australia and for Formula One.