Robin Hicks
Sep 18, 2008

Grand Prix sponsors leap into action

SINGAPORE - Marketing activity around the inaugural Singapore Formula One Grand Prix has finally sprung to life just a few weeks before the chequered flag is waved on 28 September.

After a noticeably quiet run-up to the event, F1 sponsors, such as Johnnie Walker and ING, have started jockeying for position with local brands to exploit the novelty appeal of the competition’s first ever night race, and Asia’s first street race.

Headline race sponsor SingTel is using the event to gain global exposure. But insiders say Asia’s largest telco has had limited funds with which to leverage its sponsorship, which cost about S$20 million...

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