KAYAK.co.uk signs exclusive deal to sponsor F1® coverage on Channel 4
4 Sales have today announced that travel search engine KAYAK.co.uk will sponsor Channel 4's coverage of the 2016 FIA Formula One World Championship™.
The exclusive deal will see www.KAYAK.co.uk sponsorship idents appear around the live coverage of ten Grands Prix on Channel 4, including practice and qualifying sessions, as well as extensive highlights of all twenty-one races throughout the 2016 season. The sponsorship also extends to Channel 4's online coverage of F1®, including watch live and catch up on All 4.
Founded in 2004, KAYAK.co.uk enables people to search hundreds of travel websites at once to find the best offer for flights, hotels, rental cars and package holidays. With fifty million downloads of its app, KAYAK is also one of the travel market leaders for mobile.
Trails carrying the KAYAK.co.uk logo will launch today ahead of Channel 4's 2016 Formula 1 World Championship™, beginning Saturday, 19th March, with comprehensive highlights of the 2016 Formula 1 Rolex Australian Grand Prix. Channel 4's first live race coverage is of the 2016 Fornula 1 Bahrain Grand Prix taking place over the weekend of the 2nd/3rd April.
Rupinder Downie, Partnerships Controller at Channel 4, said: "We are delighted that KAYAK.co.uk has become the official sponsor of Channel 4's F1® coverage. KAYAK.co.uk is already market leading in the US and, having just opened a London office on Christmas Day last year, this large-scale partnership will undoubtedly catapult their brand in the UK".
Loella Pehrsson, at Kayak.co.uk said: "We have been looking for a big bang sponsorship to drive mass awareness of KAYAK.co.uk. Millions of Brits will be tuning into Channel 4's coverage of Formula One®, making this broadcast sponsorship the perfect platform for KAYAK to reach the masses. Channel 4's in-depth, technical approach to covering the sport really struck a chord with us as a technology-led brand. This synergy makes us the perfect partners for coverage of Formula One® in the UK".