From Track Stars to Major Commercial Players

Martin Beck-Burridge and Jeremy Walton

Chapter 9 in Sports Sponsorship and Brand Development, 2001, pp 113-125 from Palgrave Macmillan

Abstract: Abstract In utilising the expertise and experience of the TWR organization, Jaguar, as with Prodrive and Subaru, were determined not to simply seek immediate and short term media coverage. In exploring how the relationship between Jaguar and its racing partners was utilized to translate the partnership into a longer term marketing alliance with Tom Walkinshaw Racing (TWR) it is important to understand the similarities that emerge from the two experiences. As with the Subaru case, the profile of TWR’s strategies and activities in the Jaguar campaign provides an interesting and illustrative set of lessons as to the necessary conditions of success in such brand development strategies. The evidence is in the impact that the 1982–85 racing programme for the XJ-S had on the marque’s worldwide sales, which is followed by a chapter exploring the partnership’s 1985–91 sports car programme.

Keywords: Track Star; Ford Motor Company; Early Eighty; Brand Credibility; Manual Gearbox (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_9

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DOI: 10.1057/9780230508224_9

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