The year-long deal kicked off with the Gold Headline sponsorship at the prestigious BRDC Awards, held at the Savoy in London.
The partnership forms part of an extensive marketing programme ‘Hot Wheels For Real’. Up-and-coming BRDC motor-racing stars will play a leading role in the 2011 brand campaign as they mentor four competing teams in a Hot Wheels competition.
The multi-level programme will also include record-breaking stunts, celebrity endorsement, experiential initiatives and impactful “money-can’t-buy” activity that will allow fans to get a sneak peak at the world of elite racing at Silverstone.
BRDC Club Secretary, Stuart Pringle commented: “Britain’s racing drivers continue to dominate in international motor sport and the future looks extremely exciting for Silverstone too. The BRDC is delighted to have teamed up with Hot Wheels for an initiative which we very much hope will encourage the next generation of would-be World Champions toward the sport.”
Mattel marketing director, Erica Zubriski, added: “We are delighted to be working with the BRDC and Silverstone. For over 40 years Hot Wheels has been delivering thrilling vehicle experiences to generations of fans and this partnership will resonate with a whole new audience. 2011 will be a big impact year for the brand delivering break-frame initiatives and mass-awareness on a scale never before seen.”