Santa Pod announces Performance Direct as new lane sponsor

Santa Pod, the home of European drag racing, has announced leading insurance company, Performance Direct as its lane sponsor for the 2013 season. The deal sees the classic, performance and modified insurance specialist taking high profile track branding at all of Santa Pod’s tuning and lifestyle shows throughout a packed calendar of events.

Lane sponsorship at Santa Pod means more than at many other venues, thanks to the added benefit of each lane being referred to by fans and commentators alike by the sponsor’s name – leading to literally thousands of mentions over the year in addition to the hundreds of thousands of guests seeing the branding in person - as well Performance Direct’s logo appearing in numerous magazine photos and TV-shoot back-drops.

Commenting on the association, Performance Direct’s Marketing Director Matt Collett said, ‘After considering many of the UK’s best motorsport venues we decided that Santa Pod would deliver the best access to our audience. No other venue has the sheer diversity of tuned, modified and classic car enthusiasts visiting each year. As their audience precisely matches our own customer base, it seemed like the perfect fit. Also, we’re staffed completely by enthusiasts, so the chance to come and enjoy a few of the Santa Pod events as ‘work’ seemed too good to miss!’

Santa Pod’s commercial manager Caroline Day said, ‘It’s always wonderful when a sponsor really understands our audience and I know, with Performance Direct, we have that connection. It’s that perfect situation where they can access our hardcore group of modified, custom and classic enthusiasts and give them something they really need, as well as gaining an even greater experience of precisely what is happening in the market, first hand.’

The first 2013 modified event at Santa Pod will be the season-opening ‘Fast Show’ on the 17th of March. One for your diaries!

For more information on Santa Pod, visit santapod.com.