Foster's, Melbourne, Australia, is doubling its commitment to Formula One auto racing with a $20 million pouring rights deal that makes Foster's the beer served at nine of the 17 Formula One grand prix motor races this year. All nine are in Europe or Australia. The cost of the five-year deal will be about 7% of Foster's world marketing, advertising and sales promotion budget, the company said. Also included in the pact is increased signage and promotion at the events, each of which is watched by an average 600 million TV viewers worldwide.
Copyright March 1997, Crain Communications Inc.