Auto Service World
News   December 4, 2002   by Auto Service World

Big Brother Joins Bridgestone Racing Academy

Brother International Corporation (Canada) Ltd. and Goodman Motorsports Ltd, owners of the Bridgestone Racing Academy, have entered into a three year sponsorship agreement.
Brother, looking for a way to demonstrate the growth, technology and expertise of their brand to key stakeholders, had spent a day at the Academy, which is located at Mosport International Raceway just outside Toronto. This first hand experience gave Brother insight into a sponsorship property that best fit the objectives of their brand of high-speed laser printers and multi- function centers.
As well, the agreement builds on Brother’s current global motor sport sponsorship, the cornerstone of which, is an agreement with Formula 1 racing team Jordan Grand Prix Ltd.
“Our brand is built on performance, and a commitment to deliver products and solutions that fit any office environment. Formula racing is about performance but also about matching knowledge and expertise to a variety of engine and track conditions. This sponsorship opportunity is a great brand fit,” said Martin Featherston, vice-president sales, product and marketing. “The Bridgestone Racing Academy provides us with a venue to reach a like-minded audience, experience the thrill of racing first hand, and build awareness of Brother’s Formula 1 sponsorship.”
Brother and the academy will implement a variety of programs to showcase their brands, including co-branding initiatives on their respective web sites, hosting Formula 2000 “Thrill-of-a-Lifetime” corporate events, and showcasing the Brother liveried cars at various promotional events across the country.
“We are pleased to have Brother International as our newest performance sponsor,” said Brett Goodman, president and owner, Bridgestone Racing Academy. “In racing, we understand performance is nothing without reliability. It’s the same in business. If your equipment is not up and running then you’re down and out. This is where Brother’s reputation for reliability makes this a perfect fit.”

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