Full throttle sponsorship

Chinese beer extends British superbike partnership

MCE British Superbike Championship Official Test Snetterton 300
• Tsingtao Racing has extended its activity to enter teams in the North West 200 and Ulster GP.

CHINESE beer brand Tsingtao has extended its support for British bike racing for the new season.

Tsingtao Racing entered teams in both the British Superbikes (BSB)Championship and the Isle of Man TT last year and the sponsorship is set to continue with the addition of teams in the North West 200 and Ulster GP tournaments.
Halewood International, Tsingtao’s UK distributor, said the brand has experienced “significant growth” in the UK as a result of its racing sponsorship.
Following last year’s BSB round at Knockhill racing circuit in Fife, the brand is said to have secured listings in 51 G1 Group outlets.
Halewood International plans to support the sponsorship with marketing activity including posters, billboards and adverts as well as wholesaler and trade support.
James Wright, international sales and marketing controller at Halewood International, said the racing team “creates a platform for the brand to engage with a global audience, delivering an increased rate-of-sale through bringing new customers and consumers into the brand, both domestically and internationally”.
“Race hospitality, competitions through Tsingtao’s social media channels and promotions in the cash and carry and wholesaler channel have contributed to this,” said Wright.
“This year’s scope of activity has expanded, with Tsingtao Racing now competing in the North West 200 and Ulster GP tournaments, ensuring that the Tsingtao brand continues to be synonymous with bike racing.”