Honda promotes racing heritage on ITV

Honda (UK) begins a new partnership with ITV this weekend to highlight its strong racing heritage.

The sponsorship deal starts with advertising break indents alongside ITV1 coverage of the Formula 1 motor racing season. It also includes sponsorship of Honda Formula 4 Stroke on television, the powerboat series that has recently moved from Channel 4 to ITV4.

“Honda races its products all over the world,” says Jeff Dodds, Head of Marketing for Honda (UK). “We race powerboats, motorcycles, cars, lawnmowers… it’s in our blood and always has been. That’s why our sponsorship of Formula 1 coverage is such a good fit.”

A number of Honda products – past and present – are featured in the F1 sponsorship films, including the very first Super Cub C100 bike produced in 1958, and – appropriately – the 1965 Formula 1 Grand Prix winning car, the RA272.

Honda’s activity starts on Sunday 18 March, with break bumpers around coverage from the first Formula 1 race of 2007, in Melbourne.

As well as the powerboat and F1 deals, Honda will be providing support to the Team Dynamics British Touring Car challenge in 2007. The champion for the last two seasons, Matt Neal, will attempt to claim a hat trick of titles in a specially-prepared Honda Civic Type R, and races will be shown live on ITV1.