PC Tools, developer of award-winning PC protection and performance products, today announced a bold new sponsorship program with TDS Racing and Renault Sport Technologies, aiming to significantly increase awareness of its products throughout Europe.
TDS Racing is the current Eurocup Megane Trophy championship-winning team, having scooped all three titles in 2010 – their most successful season to date. PC Tools will sponsor experienced driver David Dermont, whose car, outfit and helmet will all bear the PC Tools livery. With this sponsorship agreement, PC Tools branding will be carried on all four cars in Xavier Combet’s title-winning team.
In addition to brand exposure, the agreement signed between the two parties offers PC Tools the opportunity to provide VIP hospitality to partners, media and customers at each of the 7 races hosting the Eurocup Megane Trophy championship.
“We’re thrilled to partner with TDS Racing and Renault Sport Technologies in our most ambitious branding campaign ever. Through the partnership with World Series by Renault, we expect to reach new consumers in many European countries. Plus, this will open the door to numerous partner programs across the region for PC Tools” said Stephanie Edwards, VP Worldwide Sales and Marketing, PC Tools.
This sponsorship heralds the beginning of a major marketing communications program across Europe to boost awareness of the PC Tools brand in key markets, through its association with the World Series by Renault. PC Tools is committed to maximising public awareness of both World Series by Renault and TDS Racing through various retail initiatives in the UK, France, Germany and other key European markets. Planned marketing programs include retail store promotions, sweepstakes and competitions through various media and sales incentive programs at the distributor level.
Xavier Combet, Team Principal with TDS Racing said “At TDS Racing we’re delighted to have established this new partnership with PC Tools. Testing and analysis are both vital to our success as racing champions and we can see the synergy here with PC Tools. TDS Racing is all about high performance – our team of highly-skilled technical team is our performance toolkit – and so at TDS Racing we can relate to PC Tools mission of providing industry-leading technologies within their performance and protection products”.
PC Tools driver David Dermont joined TDS Racing for the final part of last year’s season, having previously tasted victory at Nurburgring in the Eurocup Megane Trophy. Belgium-born Dermont is no stranger to the highest echelons of European motorsport, having previously driven in the Clio Cup, GT Endurance and Porsche Michelin Supercup. Dutch trio Bas Schothorst, Jeroen Schothorst and Wim Beelen make up the remainder of the Languedoc-based team and will all carry PC Tools branding in addition to their principal sponsor McGregor, the ready-to-wear clothing company and one of the most successful fashion houses in the world’s luxury clothing market.
Eric Balondrade, responsible for partnerships at Renault Sport Technologies, said: “Our discussions established a common goal to find synergies between motor racing and information technology – both very demanding. PC Tools and World Series by Renault share the same ambition of seeking constant improvement through research and development – deploying state-of-the-art technologies to decrease the risks drivers are exposed to – and also to deliver a great service – in making internet protection and motor sports accessible to everyone. Together, we have set up a large-scale partnership which illustrates the diverse marketing opportunities that are available through World Series by Renault, including VIP receptions throughout the whole season, brand visibility to television viewers and race-goers, the presentation of products on-site, identifying prospects and building a database of clients, as well as having brand presence on all communications materials and the events sponsored by PC Tools. To conclude, it seems important to me to stress that the strength of this partnership relies on our ability to work hand in hand in order to give consistency to the global operation, in terms of sports engagement as well as optimisation of the marketing strategies associated with the event.”
The Eurocup Megane Trophy championship takes in seven top Grand Prix circuits throughout Europe, including historic Silverstone in the UK, the beautiful HTTC Paul Ricard circuit in Le Castellet and the formidable Catalunya and Nurbuergring circuits in Spain and Germany respectively.
World Series by Renault is one of the world’s most popular racing series and attracts in excess of 100,000 visitors for each race weekend. PC Tools and TDS Racing – managed by Team Principal Xavier Combet and Technical Director Jacques Morello – look forward to entertaining guests within the friendly VIP marquee which has become recognized under the TDS Racing hospitality area and paddock.
