Pendragon, one of the UK’s leading automotive retailers, has agreed a naming sponsorship deal with Power Maxed Racing (PMR), one of the foremost racing teams in the British Touring Car Championship (BTCC).
The five-year deal sees both the CarStore and Evans Halshaw brands featured, including car and driver branding, hospitality and onsite branding, marketing and commercial opportunities. Most notably, the team will now race as CarStore Power Maxed Racing within the BTCC.
Negotiated by specialist sponsorship agency, Maverick Sports + Entertainment, the deal provides the perfect fit for both the brand and the rights holder, with Maverick S+E now handling the activation of the partnership over the five-year term.
“With Pendragon’s portfolio of industry-leading new and used car brands, partnering with PMR to form the CarStore Power Maxed Racing Team was an obvious choice for us,” says Kim Costello, chief marketing officer for Pendragon. “We were looking to align ourselves with a winning team on the track and a commercially-minded team off of it, and in partnering with PMR we found just that. The 2022 BTCC should be an exciting season and we are looking forward to what the CarStore Power Maxed Racing Team will do both on and off the track.”
CarStore Power Maxed Racing Team Principal, Adam Weaver, adds: “Winning races requires teamwork, dedication and strong partnerships, and we felt Pendragon could really support us on all three. We’re excited to see the brands featured on our livery, and working with them to build our collective influence in the BTCC.”