Beer brand Tsingtao has revealed a sponsorship deal in association with the British Superbike Championship, Triumph Triple Challenge and the Isle of Man TT.
Tsingtao is now the official sponsor of the Tsingtao WK Race Team which is set to launch the first Chinese bike into the Isle of Man TT, which will also mark the first new major manufacturer in the TT since Honda in 1959. As sponsor Tsingtao hopes to capitalise on the sports global audience, widening brand awareness in the UK and further afield.
“Tsingtao’s involvement with the BSB and TT, not only marks motorcycle history, but allows the brand to continue to tell its story of rich tradition, much associated with the TT’s 100 years of culture. We’re keen to take a new direction and foster a relationship with the racing championships, with the Chinese WK bikes allowing us to reflect Tsingtao’s proud Chinese roots,” commented James Wright of Halewood International.
The partnership will be supported in the on trade by a fully integrated campaign including above the line, social media, PR and on trade activation. POS activity will also feature in outlets in the form of merchandise, bar posters and banners as well as competition opportunities in selected outlets.
To further extend the brand’s reach branded kit, bokes, trailers and garage boards will also feature under the sponsorship agreement, with additional TT activity expected to be announced at a later date.
Wright added: “This sponsorship seeks to build on previous activity to help increase rate of sale and support venues. We believe this is the perfect fit for Tsingtao on a national and international scale.”
Other Halewood brands including soft drinks Willow Water and John Crabbie & Co. will also be included in the sponsorship with their involvement in the deal to be revealed in due course. All activity will be underpinned with Tsingtao’s current ‘Speaking Chinese’ initiative.