BRITISH TOURING CAR CHAMPIONSHIP
MARKETING PROSPECTUS
INTRODUCTION
Tom Oliphant Racing (TOR) operates exclusively within the British motorsport industry and utilises the British Touring Car Championship, the largest European commercial motorsport championship outside the F1, to generate unique and bespoke business and networking opportunities for our partners. TOR understands that a marketing budget must be spent wisely, with a clear focus on ROI we work with our partners to deliver and maximise all partnerships. Uniquely, our team is led by racing driver Tom Oliphant who, from his first-hand experience behind the wheel, understands the motorsport industry very well indeed. Crucially, Tom knows how to expertly activate motorsport partnerships to ensure they deliver effective business opportunities. With bespoke packages ranging from £10,000 to £300,000, our solutions are designed to increase exposure, boost sales and grow market share. Our aim is to understand business goals and to develop tailored programs that help to realise these objectives, and with tracks located throughout the country, there’s always an event nearby. Here are just a few of the reasons your organisation should consider getting involved: • • • • •
10 Race Meetings across the UK – memorable networking opportunities and sales incentives Target Audience Demographic – typically males aged 25-45 Unrivalled market reach figures including TV, online and social media Business opportunities through the TOR network, including relationships with BMW UK Bespoke solutions created for investment partners to maximise budgets, achieve business objectives and achieve significant ROI • Positively boost your Social Media presence and brand awareness
The BTCC has provided us with a new means of engagement with our key retail partners in an accelerated and highperformance environment. The level of access afforded to us and our guests is way beyond what you would expect from a sporting platform, and this has been a huge help in strengthening these key relationships. NEIL MACDONALD, UK&I CONSUMER DIRECTOR, HP
B R A N D S F R O M B T CC H I S T O R Y
OLIPHANT STAYS WITH TEAM BMW FOR 2020 BTCC Following a fantastic season together this year, rising star Tom Oliphant will remain with reigning champions Team BMW for the 2020 British Touring Car Championship behind the wheel of one of their all-conquering BMW 330i M Sport. Oliphant enjoyed a fantastic 2019 campaign with the Surrey-based outfit, firmly establishing himself as a front-running force in the UK’s premier race series. Regularly battling for podium finishes in his sophomore BTCC campaign, his efforts helped BMW win the Manufacturers’ title. With team-mate Colin Turkington winning the Drivers’ crown, Team BMW successfully continued their record of being the most successful team in recent BTCC history, with a remarkable tally of twelve overall titles in the past eleven seasons alone. It was a breakthrough season for Oliphant, who made an immediate impact with the team by securing a maiden outright podium finish in the fourth race of the year at Donington Park. He went on to record a seasons’ best result of second on home tarmac at Oulton Park in Cheshire. The Cheshire-born racer highlighted his raw speed and potential by recording three race fastest laps across the campaign, a tally beaten by only one other driver on the grid, while he took the battle for the Jack Sears Trophy class title down to the final weekend of the season. Oliphant, who is a member of the prestigious British Racing Drivers’ Club, will return to the grid in 2020 determined to challenge for overall success in the series, as well as aid Team BMW in their quest for Teams’ and Manufacturers’ glory.
From the first time Tom drove the new BMW 330i M Sport in March, it was clear he was someone who would really benefit from being back in a rear-wheel-drive car, and his progress during the year was strong as he learnt the car and developed the relationship with his engineer. “Nobody qualified inside the top 10 more often than Tom, he set more fastest laps in the second half of the season than any other driver and led a race for the first time. Taking what he’s learned in 2019 and adding in a winter of development for the 3 Series, Tom will be an even stronger proposition in 2020. DICK BENNETTS, TEAM PRINCIPAL
BENEFITS AND CAPABILITIES
TOR specialises in supporting businesses with unique and bespoke marketing opportunities tailored to suit all marketing budgets from £10K to £300K. We work hard to activate all partnerships and to ensure that all our partners get the most out of their marketing budget and their partnership and with tracks located throughout the country, there’s always an event nearby.
BRAND AWARENESS & IMAGE TRANSFER • 10 events annually with tracks evenly distributed throughout the UK • 400,000 spectators • 19 million online viewers ITV • 15 million online viewers (social media opportunities) • 20 million live viewers on free to view TV • 50 million motorsports press readers annually • Follow in the footsteps of international companies such as DHL and Santander who invest to associate their brands with the positive messages portrayed by the motorsport industry, showcasing their superior service through this link
B2B BUSINESS OPPORTUNITIES • Create new business connections and opportunities through the TOR business network, including relationships with BMW UK • Motorsport offers a unique blend of passion and excitement that creates the perfect environment for forging positive business relationships
STAFF & EMPLOYEE INCENTIVE SCHEMES • • • •
Reward your team Generate more sales Create customer loyalty Increase employee productivity by incorporating this unique incentive scheme • Enjoy up to 10 world class events across the UK with premium hospitality - giving your guests an unforgettable experience and highoctane, stress-free day • With tracks located throughout the country, there’s always an event not too far from home
INCREASE ENGAGEMENT WITHIN YOUR TARGET MARKET • Utilise the power of motorsport and TOR as a brand ambassador to create engaging content to increase click-through rates
BRITISH TOURING CAR CHAMPIONSHIP
With a heritage stretching back more than six decades, the British Touring Car Championship has long been recognised and respected as one of the world’s pre-eminent motor racing competitions. Indeed, only NASCAR and Formula 1 can boast longer continuous histories than the BTCC. The UK’s flagship motorsport series tops the bill at each of the nation’s premier circuits. The calendar currently incorporates the best of British and the pick of venues the country has to offer. Its selection has created a highly successful combination that produces consistently excellent racing and supplies the very best facilities, while allowing sponsors to showcase their products and services to a UK-wide audience – and with an online following this exposure extends worldwide.
The BTCC allows us to grow our business. We use the motorsport platform to build our client base and ensure that we have a great networking facility. Our involvement within the BTCC – which travels to events around the UK – allows us to do this. - CEO of Duo Group, which partners both Motorbase Performance and Handy Motorsport
DONINGTON PARK | 28/29 MAR BRANDS HATCH INDY | 11/12 APR SILVERSTONE NAT. | 25/26 APR THRUXTON | 16/17 MAY OULTON PARK | 13/14 JUN
SNETTERTON | 25/26 JUL CROFT | 15/16 AUG KNOCKHILL | 29/30 AUG SILVERSTONE INT. | 26/27 SEP BRANDS HATCH GP | 10/11 OCT
2020 SEASON CALENDAR
MEDIA STATISTICS
UK R ADIO COVER AGE
193 71+ 62.4 MILLION
UK T V COVER AGE
230 19.5 MILLION
HOURS
STATIONS
HOMES
HOURS
POTENTIAL AUDIENCE REACH IN T ERNAT IONAL T V COVER AGE
52-MINUTE HI GHLI GHT SHOW
60 MILLION 19.5 MILLION
T R ACK SIDE AT T ENDANCE
384,800
HOMES IN THE USA/CANADA
LAST YEAR
HOMES IN ASIA
SPEC TATOR SURVE Y – TARGE T M ARK E T
1.7
1 MILLION
42%
RACE ATTENDED PER YEAR (AVG)
HOMES IN AUSTRALIA
PURCHASED MERCHANDISE
PER SONAL INCOME <£30,000 / 15%
£
BTCC ONL INE MEDIA
£30,000 - £45,000 / 40% £45,000 - £65,000 / 31% £65,000+ / 14%
SOCIAL CL A S S AB / 33% C1 / 55% C2 / 6% DE / 6% NAT IONAL NE WSPAPER S RE AD DAILY MAIL / 21% THE SUN / 19% TELEGRAPH / 10% EXPRESS / 5%
80,000
FOLLOWERS ON
40,000
FOLLOWERS ON
176,000 11,300,500
FOLLOWERS ON
MONTHLY IMPRESSIONS (FB)
OVERALL
92 MILLION
PEOPLE (NEWS REACH)
£15.3 MILLION 925 EST. VALUE
UNIQUE RESOURCES
CURRENT BTCC PARTNERS
Whilst we’re busy negotiating and finalising deals with partners for the 2020 season, we’re always looking for new partners to join us on our exciting and rewarding journey in the highest-profile series in the UK. Here are a few testimonials from some of our partners involved with BTCC. If you are contemplating getting involved, we would welcome the opportunity to explain how we can help you to maximise your marketing budget through motorsport. One of the founding factors behind the BTCC’s success was the old age ‘Win on Sunday, sell on Monday’ and that mantra still rings true today, offering an unrivalled shop window for manufacturers and sponsors alike to parade their products in front of a wide and captive audience. - David Hogetts MD, Honda UK
Our customers and our consumers have been really excited to see the distinctive yellow and red colours of shredded wheat – one of the UK‘s most famous brands – come to life on the racetracks of the UK throughout the year. - Tony Baker UK Marketing Director, Nestle Breakfast Cereals
The breadth of opportunities offered by the BTCC is second-to-none, from the series’ skyhigh reputation to its first-class television package and wonderful VIP hospitality that makes for a truly fabulous day out. as returns on investment go, it really does take some beating. - Chris Hansford MD, Hansford Sensors
The BTCC is probably the most exciting form of motor sport currently available on planet earth. - Chris Evans BBC Breakfast Show
The highly visible, high-pressure environment of the BTCC is the ultimate demonstration of our products’ performance and reliability. as a medium to reach our audiences, we find the BTCC is unrivalled and most significantly, the championship goes from strength-to-strength year in, year out. - Liam Kettlewell General Manager, MAC Tools
Tom is an articulate, successful and engaging young man with a very professional outlook, a fact which brought him to our attention in 2016. Philips are delighted to have worked with Tom as an ambassador for our range of automotive products and his success in the racing industry is something that we are very proud to be associated with. Tom’s marketing activities were part of our overall marketing strategy and as such were accelerated across the Philips network at a European level. This development alone provided a salient indication of the high esteem in which Tom is held within the Philips organisation. - Richard Armstrong Business Development Manager Automotive UK & EIRE - Philips Automotive
THANK YOU If you think a partnership might be something you could be interested in for your business, or if you want more information and to ask any questions, please do get in touch: PHONE
07807 333 591
TOM@TOMOLIPHANTRACING.COM
WEBSITE
WWW.TOMOLIPHANTRACING.COM
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@TOMOLIPHANTRACING
@TOMOLIPHANTRACING
@TOM_OLIPHANT