RBS has teamed up with the BMW Williams F1 team as a major sponsor in a multi-year
deal commencing with the opening race of the 2005 season in Melbourne on 6
RBS is currently the title sponsor of the European Six Nations rugby tournament
and backs the European PGA golf tour and this new deal represents the next
stage in their advertising and sponsorship programme.
Formula 1 was assessed against a variety of international brand building
options and it was decided that its global reach and appeal to TV audiences
the best investment. Formula 1 has a TV audience three times the size of
the Superbowl audience every fortnight.
RBS made a press announcement on 6 January but did not disclose the exact
financial details of the package. Analysts estimate the deal as being between £22
million and £36 million over five years.