Pendragon’s CarStore brand goes for BTCC exhibition
Pendragon has entered into a sponsorship deal with British Touring Car Championship (BTCC) team Power Maxed Racing (PMR).
The five-year agreement allows the CarStore and Evans Halshaw brands to brand themselves to BTCC fans, including through car and driver branding, hospitality and on-site branding, marketing and business opportunities.
The team will now race as CarStore Power Maxed Racing within the BTCC.
Pendragon relaunched its CarStore used car retail division as a hybrid model.
“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,” said Kim Costello, Chief Marketing Officer. of Pendragon.
“We were looking to line up with a winning team on the track and a business-minded team off it, and by partnering with PMR, we found just that.
“BTCC 2022 should be an exciting season and we look forward to what the CarStore Power Maxed Racing team will do both on and off the track.”
Adam Weaver, CarStore Power Maxed Racing Team Manager, added, “Winning races takes teamwork, dedication and strong partnerships, and we thought Pendragon could really support us on all three.
“We are excited to see the brands featured on our livery and to work with them to build our collective influence in the BTCC.”
For the 2022 campaign, CarStore Power Maxed Racing’s BTCC range sees fan favorite Michael Crees return to the series alongside Ash Hand as he makes his debut in Britain’s premier motorsport series.
After the first race weekend of the 2022 season, at Donington Park, the team sits 5th in the BTCC Independents Teams Championship.
Pendragon chief executive Bill Berman recently told AM that the company now has “the right strategy in place” as its 2021 financial results showed record underlying pre-tax profit of £83m.