Nestlé’s Shredded Wheat will end its three-year title sponsorship of the Motorbase Performance Kwik Fit British Touring Car Championship squad at the end of the 2019 season.
Shredded Wheat has been the joint-title sponsor of the Kent-based outfit since the unveiling of its standout yellow-branded cars in December 2016. Throughout its association with the Motorbase Performance team, Shredded Wheat has become a well-known and much-loved brand within the BTCC and enjoyed many successes on and off-track during its partnership.
Having joined the BTCC in 2006, Motorbase Performance has grown to one of the largest operations on the BTCC grid, competing in 401 races and notching up an impressive 21 wins, 89 podiums, and securing the Independent Teams and Drivers’ titles in 2016.
Motorbase Performance has been responsible for bringing many blue-chip companies and high-street brands to the BTCC grid over the past decade, with Shredded Wheat joining other household names such as Wrigley’s Airwaves, Crabbie’s, Leyland Paints, and Petronas.
David Bartrum, Motorbase Performance Team Principal said: “We have enjoyed a fantastic partnership with Shredded Wheat and I’m immensely proud to be able to look back on three years of shared success together.
“It’s a testament to the hard work of everyone in the team that we have managed to attract and retain such huge brands over the years. Although we are sad to see Shredded Wheat leave, we are incredibly grateful to them for their support over the past three seasons.”
“We’re 100% focused on ending the 2019 BTCC season on a high at our home circuit and to continue delivering the best possible results for our partners, and to give the Shredded Wheat brand a fitting farewell.”
The search for a new title sponsor has already begun, with Bartrum adding; “I believe that we have one of the strongest packages in the BTCC. Our success over the years is in large part as a result of the partners that we have managed to attract and work with. I feel confident that we have everything in place to carry that proven sponsorship model into the years ahead.”
Toby Baker, Marketing Director UK & Australia added; “We have really enjoyed the 3-year sponsorship by Shredded Wheat of the Motorbase BTCC team.
“The sponsorship has delivered great branding value for us both on and off the track and we have been really impressed with the great standout we have achieved for Shredded Wheat as a brand on the track.
“We wish David and the Motorbase team all the very best for the next year and beyond in the BTCC series.”
Motorbase Performance will sign off as Team Shredded Wheat Racing with Gallagher following the 2019 Kwik Fit British Touring Car Championship season finale at Brands Hatch on October 12/13.