Travel search engine Kayak hopes to raise its profile in the UK by sponsoring Channel 4’s coverage of the 2016 FIA Formula One World Championship.
The deal will see sponsorship idents appear around the live coverage of ten Grand Prix on the channel, including practice and qualifying sessions, as well as highlights of all 21 races.
The sponsorship also extends to Channel 4’s online coverage of F1, including watch live and catch up on All 4.
Trails carrying the Kayak.co.uk logo will launch today ahead of Channel 4’s 2016 coverage starting with highlights of the Australian Grand Prix on March 19.
Channel 4’s first live race coverage is the Bahrain Grand Prix taking place over the weekend of April 2-3.
Kayak’s regional director, Loella Pehrsson, 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.”
Channel 4 partnerships controller, Rupinder Downie, said: “Kayak 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.”