Casio Edifice launches F1-themed TV sponsorship

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Casio’s Edifice watch brand has launched a new sponsorship campaign on the Discovery television channel aimed at strengthening its partnership with the F1 Infiniti Red Bull Racing team.

Edifice will be sponsoring all motoring content on the cable channel from now until the end of the year with a series of six 60-second ‘ad-funded vignettes’.

Casio Edifice has been official sponsor of the Infiniti Red Bull Racing Team since 2009 with the logo appearing on both the car and the race suits while both defending world champion Sebastian Vettel and debutant Daniel Ricciardo wear Casio Edifice watches on and off the track.

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The sponsorship deal with Discovery was negotiated by Casio’s agency partner Vizeum UK to run across Discovery Channel, Quest, Discovery Turbo and Discovery Shed.
The vignettes show how Infiniti Red Bull Racing save time on the track and were filmed at the team’s factory in Milton Keynes.

Tim Gould, head of marketing for Casio Edifice, said: "The vignettes are great pieces of content centred around our brand ethos and provide another channel through which to activate our partnership with Infiniti Red Bull Racing. We have extremely high expectations for what the sponsorship will deliver, both commercially and in generating awareness for the Casio Edifice brand."

Gould hopes Casio Edifice will reach its target audience of male motoring enthusiasts by sponsoring more than 300 hours a month of motoring programming across Discovery’s portfolio including the 11th series of Wheeler Dealers.

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