CPS is to develop and market a brand extension programme for WRC through event sales, promotions, all licensed product categories and sponsor premiums.
Simon Long, managing director, ISC Ltd, said: "With interest in WRC growing all the time, this partnership with CPS marks an important step change in our ability to proliferate brand awareness of WRC not only on television but also through a multi-channel platform including retail, e-commerce, promotions and a range of licensed WRC product. This is good news for our fans and will also offer a high quality showcase for the WRC franchise in all of its depth and diversity.”
Current high profile WRC partners include Lucozade Energy, Procter & Gamble Sony Playstation, Puma, and Inmarsat.
The Sony Playstation WRC franchise is one of Sony's top 10 selling games and the latest, WRC 4, was released in October 2004.
Chris Protheroe, commercial director, CPS, said: "WRC is a global sports entertainment franchise, which attracts a passionate international following. We are looking forward to working with ISC to expand this franchise and deliver valuable brand extensions to its fanbase across the globe."
WRC boasts 16 events in 16 countries on five continents. More than eight million spectators attend the events worldwide and the championship has an international TV audience in 186 countries, which has grown from 685 million in 2003 to 800 million in 2004.
The WRC tour includes Monte Carlo, Sweden, Argentina, Great Britain and Mexico before finishing in Australia.
