Swiss Bank UBS has signed one of
the biggest sponsorship deals of the year, teaming up with the
organisers of motor racing’s Formula 1 (F1) championship.
The agreement will formally launch
at the Singapore Grand Prix at the end of September.
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The duo did not disclose how long
the agreement would last but UBS said it is a “long-term
partnership”.
The F1 deal is designed to promote
UBS in its key growth markets in regions such as Asia, the Middle
East and Latin America.
UBS did not reveal the cost of
sponsoring the sport, but it is said to be worth tens of millions
of dollars per year.
Oswald Grübel, UBS group chief
executive, said: “UBS has been searching for a global sponsorship
platform that has appeal to our clients, promotes our brand
globally and makes good commercial sense.”
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By GlobalDataThe announcement coincided with the
launch of a new ad tagline ‘We Will Not Rest’, replacing UBS’
long-standing ‘You & Us’.
The campaign features people who have achieved “greatness”
including Steve McQueen, Mohammad Ali and Sir Edmund Hilary and
claims that UBS “are the achievers behind the achievers”. It will
run across online, television and print channels.
