Airwaves® becomes World Rally Championship sponsor

Airwaves® announced on Monday that it has become the Official Chewing Gum Sponsor of the FIA World Rally Championship (WRC).

The FIA WRC is a top three global motorsport comprising 15 rallies in 15 countries, attended by eight million fans and a worldwide TV audience of 815 million.

Airwaves® is already a personal sponsor of British driver Matthew Wilson, who lines up alongside other international sports personalities in the 2008 ‘Airwaves® Pro’ campaign, which inspires and empowers people to ‘KICK UP A GEAR®’, and encourages consumers to ‘live their dream’.

Airwaves® will leverage its relationship with the Championship through a variety of unique, WRC rallying experiences which will provide the brand with an opportunity to integrate itself within the sport.

Toby Baker, Wrigley Marketing Director, said: “Airwaves® is delighted to become an Official Sponsor of the FIA World Rally Championship. We’ve already been involved this season via our relationship with Matthew and our new sponsorship agreement will provide more opportunities to convey our ‘KICK UP A GEAR®’ brand vision with the millions of fans who follow the FIA World Rally Championship worldwide.

“The sport is a superb fit for Airwaves®, as it epitomises adrenaline-fuelled and high octane motorsport, which is of a high interest to our consumers.

“As always we will integrate the sponsorship fully into our business, whether that be via internal communications, PR, media partnerships or sales opportunities, all with the aim of enabling people to ‘live their dream’.”

Simon Long, CEO of International Sportsworld Communicators, the exclusive media and commercial rights holder of the FIA World Rally Championship, added: “We are very excited to welcome Wrigley’s Airwaves® to the World Rally Championship and to its family of sponsors and partners. Airwaves® is a brand which fits perfectly within the sport of Rallying and the partnership will help WRC continue to communicate with its fan base through the variety of exciting co-promotions with the Airwaves® brand.”

The deal was negotiated by Generate Sponsorship, who will manage all sponsorship and PR activity for the partnership.