21st January 2022

Team HARD. Racing has today (21 January) announced that flavoured milk brand YAZOO has extended its partnership with the team for the upcoming Kwik Fit British Touring Car Championship for a second year, committing to a title partner program with the Kent-based outfit for 2022.

The union will see YAZOO’s impressive brand presence continue throughout the campaign, with a pair of the squad’s iconic Cupra Leons running under the ‘YAZOO with Team HARD. Racing’ banner.

With the season expected to be the first without COVID-19-related restrictions since 2019, fans will also be able to sample YAZOO’s popular milk flavours at numerous events throughout the year.

"We were delighted with the results of last year’s partnership, and it was a no-brainer for us to support Team HARD. Racing again for the 2022 season,” said Kate Allison, YAZOO Marketing Director. “They represent a break from the ordinary and offer fun for all family – just like YAZOO.  Partnerships like this help us maintain pole position in the market and keep lapping our competitors!”

“I’m really excited to have YAZOO back for 2022,” added Tony Gilham, Team HARD. Racing Managing Director. “It is a fantastic brand and a market leader in its industry. I am delighted that YAZOO has put its faith in my team for another year to help them reach this key audience.

“The big appeal to partners looking for brand exposure is the BTCC’s exclusive free-to-air coverage, broadcast live on the ITV network. Absence makes the heart grow fonder, and we saw fans return to the track in 2021 with a bang. The renewed enthusiasm for the championship after missing the 2020 season was fantastic last season, and I expect more of the same in the coming year.

“YAZOO prides itself on injecting moments of fun into the everyday, and what better way to do that than supporting BTCC to offer the perfect family day out? We always strive to get results while having fun at the same time, and I think that YAZOO shares that ethos. This is an extremely exciting partnership for everyone involved.”

The UK’s premier motorsport series is due to start its season at Donington Park on 23/24 April and will once again be televised live and free-to-air on ITV4.

Images by Tim Glover Photography.
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