Asia Cup

Racing brand success – Formula branding

When a Formula 1 team approached us to gain sponsors on the back of major corporate change and branding projects, we soon became very involved. Brand value in the racing industry is a crucial asset to take care of. Think of Ferrari and merchandise.

Asia Cup2

The Asia Cup race

Initially we brokered a partnership beween Arrows Formula 1 Grand Prix Team and STAR TV in Hong and soon we were working with Team Lotus F1 in its ultimately successful quest to re-enter Formula 1.
We were retained by a Kuala Lumpur-based racing team and rebranded them as Meritus Racing. They went on to win a multitude of championships around Asia and now run the hugely successful Asia Cup Series.