Team HARD Partnership with Yazoo

Yazoo Extends its Partnership with Team HARD for 2022

Team HARD has already had a very fruitful partnership with the soft drinks brand Yazoo.

That partnership is set to go even further from this year, as on 21 January Team HARD announced that Yazoo would become the team’s title sponsor for its Kwik Fit British Touring Car Championship campaign.

Image: Tim Glover

This means that the Yazoo brand will have a massive presence around the team, with the Cupra Leons running a new livery that prominently displays the brand.

As 2022 is expected to be the first season since 2019 to not run under COVID-19 restrictions, the team will also bring samples of Yazoo’s drinks with them to races across the BTCC season this year for fans to try out.

“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 Yazoo’s Marketing Director Kate Allison.

“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,” said Tony Gilham, Team HARD Racing’s 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,” Gilham explained. “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.”

Image: Tim Glover

“YAZOO prides itself on injecting moments of fun into the every day, 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 2022 season of the Kwik Fit British Touring Car Championship will start off at Donnington Park from 23-24 April. As with previous years, it’ll be shown live and for free on ITV4.

Jack Goff and Aron Taylor-Smith have already been confirmed as Team HARD drivers for 2022.

Author: Robert Percy