KAYAK.co.uk signs exclusive deal to sponsor F1® Coverage on Channel 4

8 March 2016

 

4 Sales 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 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 21 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 50 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 FIA FORMULA ONE WORLD CHAMPIONSHIPTM 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 FORMULA 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 started to invest strongly in the UK at the end of last year, so 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.”

 

Notes to editors:

About KAYAK

KAYAK is the world’s leading travel search engine. KAYAK searches other travel sites and shows travellers the information they need to find the right flights, hotels, rental cars and vacation packages. The company’s website and apps also offer tools to help travellers plan and manage their trip, including price alerts, price forecasts and free itinerary management. Each year, KAYAK processes more than one billion searches for travel information and has local sites in more than 30 countries and 20 languages. KAYAK is an independently managed subsidiary of The Priceline Group.

 

About Formula 1®

Formula 1®, which began in 1950, is the world’s most prestigious motor racing competition and is the world’s most popular annual sporting series. In 2014 it was watched by 425 million unique television viewers from over 200 territories. The 2016 FIA Formula One World Championship™ runs from March to November and spans 21 races in 21 countries

across five continents. Formula One World Championship Limited is part of the Formula One group, founded by CEO Bernie Ecclestone, and holds the exclusive commercial rights to the FIA Formula One World Championship™. For more information on Formula 1® visit www.formula1.com

F1, FORMULA 1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX and related marks are trademarks of Formula One Licensing BV, a Formula One group company. All rights reserved.