Leading fast fit retailer HiQ has put itself into pole position to overtake its automotive competitors after agreeing a high octane new sponsorship deal.
HiQ, which has been title sponsors of the British Touring Car Championship for the past two years, is now moving into the fast lane to sponsor a coveted area of Britain's premier motor racing series.
As sister company Dunlop makes a return as title sponsors of the BTCC in a four year agreement, HiQ will now see its name in lights as the sponsors of the Teams' Championship - also through to the end of 2013 at least.
The exciting development is a year ahead of schedule after HiQ's association with the championship proved even more effective than anticipated in helping it re-profile its network across the UK.
Its four-year commitment to sponsoring the Teams' Championship will now enable it to continue to build on those results.
The massively popular HiQ Champagne Moment awards will remain in place for fans to make the most of, while exclusive BTCC content will soon appear on the revamped HiQ website, along with giveaways and offers for motorists.
This latest arrangement will extend the BTCC's relationship with the Goodyear-Dunlop group to 11 successive years. Dunlop has been the BTCC's exclusive tyre supplier since 2003 and became title sponsor in 2005, with the nationwide chain of HiQ fast-fit centres taking over for 2008 and 2009.
Group Managing Director Mark Brickhill commented: "We re-launched the HiQ network in 2008 with the signing of new franchise stores, a new impactful visual identity and a plan to set new standards of service in the fast-fit market. Our BTCC sponsorship has helped achieve these goals and the extension of our investment to include the HiQ Team Championship for four years will help drive our ambitions for the network in the tyre fitting and servicing market."
BTCC Series Director Alan Gow said he was delighted that HiQ's use of the championship had reaped such tremendous rewards and also welcomed back on board Dunlop's famous black and yellow colours - for more than a hundred years associated with automotive and motor sporting success all over the world.
Gow said: "I'm absolutely delighted that we are able to continue our extremely close relationship with both Dunlop and HiQ for another four years - making it one of the most successful and enduring major sponsorships in the BTCC and, indeed, British motor sport.
"But it is more than just sponsorship; it's a close partnership between two very committed and enthusiastic organisations and one that I'm incredibly proud of. With its huge public following, both trackside and on ITV, the BTCC is the 'jewel in the crown' of British motor sport and Dunlop is a very important part of our success".
As part of this long-term partnership, Dunlop will continue to provide the BTCC's teams with tyres manufactured at Fort Dunlop in Birmingham, UK - home to the company's European Motorsport Operations. This plant produces over 200,000 high technology racing tyres each year for the World Moto2 Motorcycle Championships, International GT and Endurance racing in addition to the BTCC.
The first round of the 2010 Dunlop MSA British Touring Car Championship will take place at the Thruxton circuit in Hampshire on Sunday 4 April. All rounds will be televised live on ITV4 with highlights on ITV1, ITV4 and Men & Motors.