Toyota ropes in Kingfisher as Formula 1 sponsor

Marking an entry into the high-profile Formula 1 circuit, liquor baron Vijay Mallya-promoted Kingfisher Airlines has inked a multi-year partnership deal with Toyota Motorsport to be an official partner of the Toyota F1 racing team.

Kingfisher Airlines will be designated as official partner for the Toyota Racing Team of the Köln-based Toyota Motorsport.

The partnership between Kingfisher Airlines and Toyota Racing team will aim to raise the profile of the team and Formula 1 in India while showcasing the Kingfisher Airlines brand to the world.

Mallya said: "It makes sense for Kingfisher Airlines to leverage a global sports platform such as Formula 1 to augment visibility and appeal for all audiences worldwide. Besides, we intend to weave together a series of compelling consumer engagement initiatives that will reward our passengers flying on board Kingfisher Airlines with free opportunities to watch Formula 1 races live among other exciting rewards."

Rated as one of corporate India's biggest overseas brand partnerships, the deal will initially be for a period of two years commencing with the 2007 racing season.

The deal also marks the largest sports partnership programme so far for the 21-month-old Kingfisher Airlines.

This partnership also marks for the first time ever that an Indian airline has partnered on this scale with anyone in the F1 circuit worldwide.

Starting from the next Grand Prix, the "FlyKingfisher' insignia will feature on the TF107 Formula 1 racing cars at race events across the globe. The Fly Kingfisher insignia will also appear on drivers' helmets and overalls, as well as other corporate branding platforms.

Toyota Motorsport President John Howett said: "We hope this partnership will strengthen Formula 1's position in India and bring Panasonic Toyota Racing to the people here."