Vermont SportsCar investing in its sponsorship proposition for the Subaru PUMA RallyCross Team & Subaru Rally Team USA
London, 20 May, 2013. Vivacity - the serious brand entertainment agency with a specialist motorsport division with offices in London and the US, today confirmed that it had been retained to build commercial partnerships for Vermont SportsCar, whose two factory-backed Subaru motorsport programmes compete in Global RallyCross & the Rally America Championship.
Global Rallycross (GRC) is a shortform, high-action arena motorsport format which has grown up alongside the twin pillars of US motorsport – including NASCAR and IndyCar – and ESPN's X Games, which has now enabled GRC to migrate beyond its native America to Brazil, Spain and Germany for 2013. The explosive, action-packed series has caught the imagination of drivers, car makers and sponsors seeking to use motorsport as an action sport to engage with a new cohort of younger race fans.
Meanwhile, Vermont SportsCar is also contesting the Rally America Championship with Subaru Rally Team USA and currently leads the series with Vivacity athlete David Higgins, following his season-to-date dominance on the Sno*Drift, 100 Acre Wood and Oregon Trail Rally. Vermont SportsCar has won the Rally America Championship in six of the past seven years with the Subaru Rally Team USA.
The Subaru PUMA RallyCross Team is one of GRC's leading contenders backed by a manufacturer with a three-car team run and managed by Vermont SportsCar. The team blends established motorsport experience with the exuberance of action-sports athletes including skateboard icon Bucky Lasek and BMX cyclist, Dave Mirra. The team is title-sponsored by the sports-lifestyle brand, PUMA, another Vivacity client.
Vivacity has an established track record in securing commercial partners for teams and manufacturers, having worked with Best Buy, Amex Serve, Ford and introduced partners including eBay, ReplayXD and Castrol to its client GRC programmes last year, while also managing sponsorship activation, programme management and PR for clients including leading GRC competitor, Marcus Grönholm.
Allied to Vivacity's deep experience in more established motorsport series including Formula One™ and WRC and its transatlantic footprint, the agency is uniquely placed to evolve the brand partnerships for the Subaru Rally Team USA & the Subaru PUMA RallyCross Team, with key staff that worked on Subaru projects dating back to the advent of its rallying programme in the World Rally Championship with Colin McRae and Richard Burns.
Chris Yandell, Marketing Manager at Vermont SportsCar said, “We have been a significant element of Global Rallycross Championship and we can now clearly see that its momentum is unstoppable. The global exposure and massive opportunities for growth present us with a new challenge, one we are wholeheartedly embracing with our partners at Subaru, and we have a conviction that the platform offers something very unique to prospective sponsors. Vivacity have the best track record in articulating these benefits and developing sponsorship propositions for brands in the US and in Europe and that's why we have engaged with them to assist us in this ambition.”
After an inconclusive X Games in Barcelona this weekend, all attention now turns to the next round of the series which takes place in Munich on June 30 before the series returns Stateside. Meantime, David Higgins will be back in action on the fourth round of the Rally America Championship, the Susquehannock Trail Performance Rally in Wellsboro, Pennsylvania, commencing on May 31, 2013.