Achieving Global Brand Recognition

Martin Beck-Burridge and Jeremy Walton

Chapter 11 in Sports Sponsorship and Brand Development, 2001, pp 140-154 from Palgrave Macmillan

Abstract: Abstract Dr. Ing Wolfgang Reitzle, Chairman of Jaguar Cars when the Formula 1 project was launched in January 2000, made the keynote introductory speech of the Jaguar Formula 1 racing programme. Wolfgang Reitzle set out the company’s agenda for a long term commitment to Formula 1 Grand Prix racing that, it is unofficially calculated, will cost Ford and Jaguar more than £680 m between 2000–2004.1

Keywords: Ford Motor Company; World Championship; Sunday Time; Land Rover; Volkswagen Group (search for similar items in EconPapers)
Date: 2001
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DOI: 10.1057/9780230508224_11

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