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Portrait of the Partner

In: Sports Sponsorship and Brand Development

Author

Listed:
  • Martin Beck-Burridge
  • Jeremy Walton

Abstract

The Prodrive story began in the in the late 1970s, when the David Richards established D R Racing, to manage the Middle East Rally Championship under a consultancy agreement with the Rothmans tobacco company. Essentially the company acted as Championship and events organizer, ensuring that the brand derived maximum exposure from the events. By the beginning of the 1980 season, David Richards’ partner Ian Parry was brought into the company to concentrate on the commercial development of the motorsport consultancy business. This was essentially developing the company’s reputation and ability in assisting partners to obtain the maximum benefit from their motorsport expenditure. An objective that has never altered, but which has certainly become more focused.

Suggested Citation

  • Martin Beck-Burridge & Jeremy Walton, 2001. "Portrait of the Partner," Palgrave Macmillan Books, in: Sports Sponsorship and Brand Development, chapter 6, pages 83-89, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-50822-4_6
    DOI: 10.1057/9780230508224_6
    as

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