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Achieving Global Brand Recognition

In: Sports Sponsorship and Brand Development

Author

Listed:
  • Martin Beck-Burridge
  • Jeremy Walton

Abstract

Dr. Ing Wolfgang Reitzle, Chairman of Jaguar Cars when the Formula 1 project was launched in January 2000, made the keynote introductory speech of the Jaguar Formula 1 racing programme. Wolfgang Reitzle set out the company’s agenda for a long term commitment to Formula 1 Grand Prix racing that, it is unofficially calculated, will cost Ford and Jaguar more than £680 m between 2000–2004.1

Suggested Citation

  • Martin Beck-Burridge & Jeremy Walton, 2001. "Achieving Global Brand Recognition," Palgrave Macmillan Books, in: Sports Sponsorship and Brand Development, chapter 11, pages 140-154, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50822-4_11
    DOI: 10.1057/9780230508224_11
    as

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