Motorbase Performance have revealed that cereal brand Shredded Wheat will be their new title sponsor for the 2017 British Touring Car Championship, whilst Mat Jackson will remain with the team.
The team announced a new multi-year sponsorship deal with the Nestlé brand on Wednesday, marking the first time since 2014 that the team head into a season with a title sponsor on board.
“Motorbase Performance is extremely proud to be bringing such a well-known brand as Shredded Wheat to the British Touring Car Championship;” said Team Principal David Bartrum.
“Shredded Wheat is a household name and a healthy breakfast cereal that we’ve all grown up with and the BTCC package offers them a fantastic platform to reach their target audience.
“Their faith in us and also the BTCC shows where the championship is in terms of stature and exposure and also how far we’ve come as a team.
“I’m very much looking forward to building a strong relationship with the Shredded Wheat brand. The standout on the car looks fantastic and it certainly won’t be missed on track.”
Jackson will remain with the Kent-based squad for an eighth successive season, as he seeks to improve on his best season since 2008 next year.
“As reigning Independent Champions we’re looking forward to the challenge of defending our crown,” continued Bartrum. “We’re also very happy to announce that Mat will continue to spearhead our 2017 campaign.
“After having come so close to the overall drivers’ title last season, we also have our eyes on the overall prize. Mat’s pace is unquestionable and he has shown great consistency in recent years. He is a real asset to the team and the perfect brand ambassador for Shredded Wheat.”
Nestlé’s Marketing Director for the UK & Australia, Toby Baker, is looking forward to the start of the partnership with Motorbase.
“Nestlé Breakfast Cereals are delighted that Shredded Wheat will be sponsoring the Motorbase British Touring Car team for the 2017 Season,” said Baker. “The Shredded Wheat brand is a catalyst for living life to the full and so it is fantastic that we are able to partner with a high adrenaline sport like the BTCC and with a proven winning team like Motorbase.
“We look forward to seeing the distinctive yellow and red livery of Shredded Wheat – one of the UK’s most famous brands, comes to life on the UK’s favourite race tracks in 2017.”
Motorbase will reveal their other two drivers in the new year.