Sucrogen has become the naming rights sponsor of the Townsville 400, replacing Armor All which was announced as the title support at the Gold Coast 600 tonight.
Australia's largest producer of raw sugar and bioethanol has assumed the naming rights in a unique co-operative arrangement with Armor All.
It was announced today that Armor All would become naming rights sponsor of the rejuvenated Gold Coast 600 as part of the Supercarnivale celebrations in October, switching its sponsorship to allow Sucrogen, formerly CSR Sugar, the rights to its home event.
“We are delighted with the opportunity to represent North Queensland and thank Armor All for allowing us to do so at the biggest event of any kind in our back yard,” Sucrogen Chief Executive Officer Ian Glasson said.
“With our change from CSR Sugar to Sucrogen an important part of our re-branding strategy is to raise awareness of the new brand in the market place and the Sucrogen Townsville 400 was the perfect fit.”
Armor All had initially been announced naming rights sponsor for the Townsville event. With the opportunity to assume the rights for the Gold Coast event, it grabbed the opportunity with both hands.
“It's a fantastic win-win for both companies,” Armor All's Marketing and Channel Manager Paul Blair said.
“Our association with V8 Supercars as a sponsor at all levels has been outstanding for our brand and this is another fantastic addition to the portfolio.”
V8 Supercars Australia acting CEO Shane Howard said it was testament to both events that sponsors were lining up to back both great weekends.
“These two great events are amongst largest sporting weekends in Queensland and Australia,” Mr Howard said.
“Both generate huge amounts of exposure and economic benefit to both regions which is why flagship Australian companies such as Sucrogen and Armor All are behind them.”
The Sucrogen Townsville 400 will feature Australia's greatest rock band INXS, included as part of the event ticket, as part of the concert line-up and the hugely successful Rock'n'Race format for the North Queensland event.
The INXS concert is free for anybody that holds a Saturday ticket to the event.