Successful collaboration between TOCA, Goodyear and Kwik Fit continues

Kwik Fit will be the Title Partner of the British Touring Car Championship for an eighth successive season thanks to its ongoing collaboration between TOCA and Goodyear.

The UK’s leading automotive retailer has held the role since 2019 and has been a huge supporter of the UK's most popular motorsport championship ever since.

The brand has contributed significantly to the continued success of the championship through its activations and promotional efforts involving customers at race circuits, across its national network of centres, within online retail operations, and via its own marketing and social media channels.

Kwik Fit has worked closely with BTCC and Goodyear throughout, ensuring that this collaborative effort delivers value to all stakeholders within the championship, especially the fans.

The BTCC continues to go from strength-to-strength with more than 385,000 fans attending trackside, around 15 million people watching the television action in the UK, with many more watching around the world via its live global streaming service.

Kwik Fit’s partnership with the BTCC includes branding at the circuits, podiums, interview backdrops, cars, drivers and team clothing as well as digital collateral. Kwik Fit will also continue to bookend the opening and closing credits and in the advertising breaks of the ITV broadcasts. 

Central to this collaboration and as announced at the end of last year, Goodyear and TOCA have renewed their long-standing partnership through to the end of 2031.

Goodyear has been the official tyre partner of the BTCC since 2003, as well as holding title sponsor rights for most of that period. This latest agreement takes the relationship to a near 30-year collaboration – making it one of the longest-standing and most iconic partnerships in motorsport.

The 2026 Kwik Fit British Touring Car Championship gets underway at Donington Park on 18/19 April.

Andy Lane, Kwik Fit Marketing Director, said: “This will be our eighth year partnering the BTCC and we’re still as excited about the upcoming season as we were for our very first. Our aim from day one has been to add to fans’ enjoyment of the races, whether they’re at the circuits, watching on TV or following the championship online.

“This year we are looking forward to bringing an even bigger interactive area to the race weekends. A huge part of the excitement of the BTCC is the atmosphere created by the fans, and we thoroughly enjoy playing our part in that.

“Kwik Fit will once again be supporting Air Ambulances UK across the season. Last year the BTCC family raised over £28,500 for the charity and we hope to top that this year. We can’t wait to meet up with the teams for testing and the Season Launch – and then of course, for the serious business to begin.”

Alan Gow, BTCC Chief Executive, said: “We welcome the continuation of this flourishing partnership and look forward to strengthening the collaboration between TOCA, Goodyear and Kwik Fit even further.

“The team at Kwik Fit have fully embraced this partnership since joining our distinguished list of loyal partners back in 2019 and they’ve never looked back. The activations trackside, online, on television and in its centres – in collaboration with our own dedicated media team – has shown the ways in which such a partnership should be delivered.”