Recreating a £1.6bn Brand through Sponsored Motor Racing 1986–1990

Martin Beck-Burridge and Jeremy Walton

Chapter 10 in Sports Sponsorship and Brand Development, 2001, pp 126-139 from Palgrave Macmillan

Abstract: Abstract As Jaguar slowly gained confidence in TWR’s ability to deliver the racing results, and in their ability to build and market a more appealing product, the Company became more ambitious again, both on the circuit and in the showroom. Having achieved their European objectives with the XJS, and shown that they could beat BMW in the Bavarian company’s favourite touring car playground, wider and more ambitious plans were laid. The company’s main objective was international sports car racing, and with it, a chance to expand their promotional presence in the largest market of all, for Jaguar and most other prestige brands, the United States of America and in excess of 40 m potential customers.

Keywords: Ford Motor Company; World Championship; Motor Show; Motor Racing; World Sports (search for similar items in EconPapers)
Date: 2001
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50822-4_10

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DOI: 10.1057/9780230508224_10

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