HiQ is promising to make its sponsorship of the British Touring Car Championship more successful than ever, after promising to support the series through a number of new initiatives. The company is in its second year of involvement and is looking to make its presence felt in 2009, with a significant investment into trackside branding, new limited edition merchandise for fans to buy, and iconic new BTCC branding at its centres. HiQ reaped instant rewards in its first year of involvement with the BTCC, taking advantage of a number of PR and marketing opportunities, while organising a host of off-track events including fans' forums, champagne moments and other promotional events. But it is promising to build on its successes with a concerted campaign to attract more fans, while raising the profile of the company yet further. HiQ retail director Juergen Titz said: "We feel that our first year of sponsorship was a great success, but we want to do more to raise our profile, whilst communicating with the people that matter - the fans."

HiQ setting the pace ahead of BTCC opener

A brand new HiQ BTCC website will also be launched in the coming weeks offering a comprehensive supporter section with interactive competitions and exclusive interviews. Meanwhile, the famous black HiQ branding around each race track and pit lane will give way to an eye catching cyan colour, in an attempt to draw more people's eyes to the brand. And for the first time, limited edition drivers' t-shirts will be created, allowing fans to show their true allegiances at every race. Juergen concluded: "Sponsoring the BTCC is a huge thing for HiQ. It has already played a huge part in our recent successes, and has helped us attract so many quality franchise partners when we launched our national franchise plan. "Our new franchisees will be embracing the series, and they all appreciate the host of opportunities that exist through our association with the BTCC."