Marketing: Sponsorships in the United Kingdom

Bildschirmfoto 2014-12-11 um 18.13.10Where has 2013 gone? It seems to have flown by but perhaps that is due to Krombacher’s association with all things fast for example in the form of British Superbikes.

In the UK market, Krombacher has had ties with British Superbikes for sometime but 2013 saw a step change in sup- port that looks set to grow in 2014 and beyond.

Just a quick recap on the sport, so that you’re in the know – British Superbikes is televised live on satellite channel Eurosport as well as being shown on ITV4 attracting over 7.6million viewers. Each meeting has an average attendance of over 30,000 people. The season runs from April to October and takes in some legendary courses such as Brands Hatch, Silverstone and Assen in the Netherlands.

Our driver Peter Hickman accompanied by Krombacher Promotion Girls
Our driver Peter Hickman accompanied by Krombacher Promotion Girls

For Krombacher, 2013 saw the sponsorship deal with Peter Hickman, who rode for team Lloyds GB Moto, which bought greater awareness for Krombacher in the sport and amongst Peter’s supporters. It also helped to increase and enhance Krombacher’s social media activity, with Peter having over 11,000 followers on Twitter, some of whom started to follow Krombacher. Peter finished just outside the top ten but is looking forward to the next season where he hopes to make the grade.

Like Krombacher in its domestic market, the UK also looks to support grass roots sports which is why backing the next generation of talent in British Superbikes is vital. Krombacher is doing this by working with Profile Racing who race in British Supersport, essentially the support class below British Superbikes and they are already setting their sites on the 2014 season.

Shake hands between Julian Penny (l.) and Pete Stapleford, the owner of Profile Racing
Shake hands between Julian Penny (l.) and Pete Stapleford, the owner of Profile Racing

Two of the Profile Racing team, Luke Stapleford and Luke Mossey, are planning to build on the successes of this season and make it a great year for Profile Racing. Luke Mossey said: „2013 was a difficult year for me personally as I was carrying an injury in the first half of the season but it certainly got better with a podium place. I am setting my sights on finishing as a title contender in 2014 but I will take a place in the top three! Either way, it is all about winning more races and getting on the podium.“

Looking forward to 2014, Krombacher are delighted to announce their first sponsorship with a British Superbikes team, Quattro Plant Kawasaki, the official Superbike team for Kawasaki in the UK which is headed up by team owner Pete Extance.
Pete said: “We are delighted to join forces with Krombacher for an assault of the British Superbike title and the Isle of Man TT Trophy in 2014 where we saw great success last year with a win from our rider, James Hillier, in a record breaking race. “
“We have signed two new riders for 2014 who bring youth and experience to the team. Dan Linfoot is 25 years old and has been racing motorcycles all his life. Dan is highly rated and we belie ve a real contender for top honours in 2014. Howie Mainwaring is our second rider, who is also 25 years old and he too has a lot of Kawasaki experience and had some good results in 2013. We feel with the right machinery and team he will be capable of pushing towards the front in 2014.”

OCC Cricket Club
OCC Cricket Club

“The team is excited and thrilled to have Krombacher as a new corporate sponsor for next season and it is great to see companies experiencing the amazing spectacle and thrill of the world’s most exciting racing, British Superbikes.”

“The Quattro Plant Kawasaki’s will all proudly display the Krombacher logo on its machines and the hospitality unit, which has many visitors. Sponsors will be able to refresh their guests with some superb Krombacher over British Superbikes weekends and at the Isle of Man TT. We look forward to raising a few glasses of Krombacher of course on the winner’s podium.”

“We are delighted with the aware- ness that Krombacher has gained with the association of such an enthralling sport,” said Julian Penny, sales agent for Krombacher. “The response from the Superbike community to Krom- bacher has been phenomenal in many ways. For example, there is real enjoyment for those who have never sampled Krombacher before and it is a great opportunity to showcase our fantastic beer amongst a new audience.”

The players of NBR Football Club are also enjoying our Krombacher Pils
The players of NBR Football Club are also enjoying our Krombacher Pils

“In addition to the British Superbike activity, we have also continued our support with grass roots sports such as OCC Cricket Club and NBR Basildon Football Club. We will continue to seek out these opportunities in order to grow further awareness and sales of Krombacher in the UK market as well as supporting local communities.”