BAR's long-term partnership agreement with SINA commences with effect from this weekend’s British Grand Prix at Silverstone.
The partnership has two elements, the first of which is traditional on-car sponsorship and the SINA logo will feature within the BAR Honda 005 car’s livery for the first time this weekend.
In addition, SINA will also host www.BARf1.com.cn, a bespoke Chinese version of the team’s website www.BARf1.com. The language and content will be adapted specifically to Chinese culture.
SINA dominates the online advertising market in China with almost 60 percent market share. Under the terms of its agreement with SINA, BAR will also enjoy a share of its online advertising and other revenues.
Commenting on the new partnership, BAR team principal David Richards said: "This partnership is a very exciting step for BAR as it is potentially the most significant agreement since the team was founded.
"We are delighted to have demonstrated to SINA that Formula One and BAR can offer the company an unrivalled marketing platform as it seeks to expand its market share.
"China will have a major impact on Formula One when it joins the calendar in 2004. It has the potential to almost double the existing worldwide audience of the sport and I am pleased that the partnership between BAR and SINA is the first to capitalise on the exciting commercial opportunities that are emerging in this new Formula One market."
SINA’s chief marketing officer LC Chang added: "Although SINA is one of the leading Internet portals in China, it is a highly competitive marketplace and so interesting content is key to maintaining our position. We have entered into this partnership with the BAR team because their marketing approach compliments ours and the content will provide a massive boost to our F1 services.
"This comes at a time at a time when Chinese people are becoming more and more interested in F1, so we shall certainly promote our sponsorship of BAR and we will feed regular SMS bulletins to our customers, thus building their relationship with and loyalty towards BAR as China prepares to host the Shanghai Grand Prix in 2004."
The British American Racing (BAR) Formula One team has signed a major sponsorship deal with Chinese internet portal SINA - furthering the roots between motorsport and the Asian region.
