Stop-smoking aid, NiQuitin CQ has extended its involvement in Formula One by sponsoring coverage of UK commercial station talkSPORT's remaining coverage of the season.
The brand is already a major sponsor of the BMW Williams F1 team.
The deal was negotiated between Matt Wilson, sponsorship and promotions executive at talkSPORT's sales house Impact, Janine Edwards, senior planner on GSK at Mediacom and Richard Jacobs, head of radio at Mediacom.
Said Edwards: "The talkSPORT sponsorship has enabled us to reach a whole new segment of consumers and given us an additional starting block to cement the relationship between Formula 1 and NiQuitin CQ."
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