Hotel chain Holiday Inn has struck a two-year sponsorship agreement with Vauxhall's VX Racing team.
The InterContinental Hotels Group-owned brand will support the racing team throughout the 2006 and 2007 British Touring Car Championships (BTCC). Holiday Inn will have an option to extend the deal until 2008.
Under the agreement, three Holiday Inn-branded cars will compete in the first BTCC race of the season at Brands Hatch on 9 April.
The three drivers, Tom Chilton, Fabrazio Giovanardi and Gavin Smith will all wear Holiday Inn-branded livery.
Colin Roy, vice-president of marketing and pricing at InterContinental Hotels Group EMEA, said: "This is a real opportunity to give the Holiday Inn brand even greater visibility throughout the UK, both among customers, hotel owners, franchisees and investors.
"Teaming up with the winning Vauxhall VX team also illustrates our commitment to giving Holiday Inn guests the opportunity to get involved in some of the most exciting events throughout the UK and we will be offering some special promotions and discounts to them throughout the year."
By Tom Reed
This article originally appeared on mad.co.uk, the website which delivers business insight to professionals in marketing, media, new media, advertising and design.To subscribe to mad.co.uk and receive full access to their database of articles on these industries, click here.
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