Multi-currency payments specialist FairFX Group Plc (LON:FFX) has agreed a deal with the advertising arm of Sky PLC (LON:SKY) to sponsor the broadcaster’s Formula One coverage this year.
It will be the second time FairFX has sponsored the coverage after it featured on Sky’s dedicated racing channel, Sky Sports F1, back in 2015.
This latest advertising campaign will feature the group’s various currency products, including currency cards, corporate cards and international payments and will help to raise awareness of the brand.
FairFX said the previous advertising stint on Sky Sports F1 “clearly demonstrated” benefits in terms of brand awareness and cost effective customer acquisition, hence why it has decided to return this year.
“It is fantastic for FairFX to be returning to Sky Sports F1, positioning the brand in the same premium environment as DHL and previous sponsors such as Rolex, Shell and Santander,” said chief executive Ian Strafford-Taylor.
“Given the positive impact of our previous experience and learnings on how to further leverage our position as a sponsor through content activation, it was a logical strategic decision to seize the opportunity to team up again with Sky Sports F1 for 2017.”
The new Formula One season kicks off in two weeks’ time (24 March) with the Abu Dhabi grand prix and runs through until the end of November.
Sky Sports F1 is the only channel where viewers can watch all 20 races live.