Tsingtao announces British Superbikes 2015 support
Wednesday April 22, 2015 at 11:01am
Tsingtao, the world’s second-largest beer brand, has announced that it will be the factory team for prestigious Italian motorbike manufacturer MV Agusta for the 2015 British Superbikes (BSB) Championship. Halewood International, the UK drinks company which markets and distributes Tsingtao in this country, says that the sponsorship will be supported by above-the-line marketing activity including posters, billboards and adverts, and wholesaler and trade support such as point-of-sale kits, promotions and competitions for both the On and Off Trade. Race hospitality is also available at all events for Halewood’s customers across all brands. This will be the third season in which the Tsingtao brand will be entering a team into the BSB Championship, but the first time that the brand will be supporting an official factory team, with the Tsingtao Racing team seeking further success this season. Tsingtao’s sponsorship has capitalised on the growing popularity of bike racing with last year’s BSB coverage reaching over 9.5 million UK consumers through British Eurosport, as well as appealing to a growing international audience. The increased profile of British Superbikes has helped to grow the distribution of the Tsingtao brand throughout the Off and On Trade, including with the Co-Op, Marks and Spencer and a number of On Trade outlets in recent months. James Wright, Head of Spirits & Agency Brands at Halewood International, comments: “Tsingtao Racing creates a platform for the brand to engage with a global audience, and to attract new customers and consumers through increased brand awareness. Tsingtao appeals strongly to a younger, more affluent audience, seeking to experiment with different world and premium beers. Tsingtao Racing continues to play a critical role in the brand’s marketing strategy in targeting this demographic.” Tsingtao has about a 15% share of the Chinese market.