ING happy with F1 sponsorship in 2007

Tue, 27 November 2007, 02:21

New formula one sponsor ING Group, a Dutch financial institution, announced on Tuesday that it is satisfied with its involvement in the sport in 2007.

A press released outlined that the Renault title sponsorship and trackside advertising – including naming rights in Australia and Belgium – “increased ING’s global brand awareness and created a clear and positive perception of the firm”.

“Heading into 2008, the ING F1 strategy will build upon the increase in awareness of ING to drive revenue returns,” executive board chairman Michel Tilmant said.

The Amsterdam based company said it had commissioned independent research company Research International to determine the value of its F1 involvement this year, with positive results.

The international sports research agency IFM also showed that ING was the second most visible F1 sponsor in 2007, the press release added.

“In 2008 our goal is to fully activate the F1 sponsorship in all ING markets, in order to make use best use of our increased awareness,” director of sponsorship Isabelle Conner revealed.

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