RACING TO THE TOP
The value to advertisers, sponsors and other stakeholders of the publicity and the positive energy that surrounds motorsports in the UK and internationally is almost inestimable. Add to that high-octane-formula the passion of the sport’s fans and the commitment of those pursuing careers at the wheel and the whole scope of the sport’s reach becomes truly apparent. Massive televised events. Celebrity-calibre participants. Motorsport even has its own smell and fans love it.
The sport is so big that it’s carved into many leagues and specialist divisions. Away from the rarified air of the world-wide formulas, the passion and excitement is still much in evidence. The names might not be quite as well known but the attraction is undiluted. It’s a business and no mistake - the word “competition” might have been invented for it.
As spectator events go, motorsport attracts a lot of eyes. Those very eyes are committed. They follow teams with total focus and are rewarded with what many agree is among the most exciting of all sports being contested. A relative handful of vehicles fight for position. The vehicles are very closely matched and the talents of the drivers make a real difference. Reliability aside, it really doesn’t get closer.
If motorsport has an alter-ego, it’s a huge appetite for money. Performance engineering doesn’t come cheap. Neither does talent. The lifeblood of the sport gets its infusion in the shape of sponsorship. Sponsorship gets its return in having its brands favourably haloed and put on stage in front of millions.
Teams, and the cars that they drive, powerfully reflect their sponsors’ businesses. Graphics therefore vie for attention in much the same way drivers do for positions on the track. Moving branding continuations create sometimes fleeting but endlessly memorable impressions and each one has a towering value.
Motorsport is a vast range of canvases for the promotion of brands. Among them you’ll find manufacturer sponsored series - take the Renault UK Clio Cup Championship, for example. It’s a one make racing series created and managed by Renault Sport. It’s grouped into national championship events and and international cup. Anything to do with motorsports that has Renault’s fingerprints on it gets a lot of attention. The Renault Clio Cup is no exception.
All of the ‘Cup’s races take place at the British Touring Car Championship’s events. In 2017 that meant over one hundred and forty hours of broadcast TV coverage. The value of sponsorship to the series is underscored by the cost of a competitive car - that’s a conversation that starts at around £45K. Add to that, a budget to go racing of around £95K and it’ll be noted that the graphics applied to a vehicle don’t have just to work, they have to work hard. Then there’s the event’s core sponsorship. We don’t discuss money, but the positions of those branded on the car are critical to the point where they’re actually legislated by the series.
The job of producing, and managing the whole programme that delivers the core sponsors’ graphics for the Renault UK Clio Cup Championship, is undertaken by Doncaster-based Restart Signs and Graphics. Karl Bowdrey and his team are motorsports fans to the core. It’s just as well. This is a job with obligations to a lot of core sponsors’ investments. It just can’t go wrong and, thanks to the team’s understanding of the project-driven nature of events, and of the sport itself, it doesn’t go wrong either.
Restart Signs and Graphics produce literally thousands of graphics in support of The Renault Clio Cup. They re-supply the event too. When racing’s battle-rash or wear and tear destroy an applied graphic, a new one is within reach. Without Restart Sign and Graphics work applied, a car’s wheels don’t get to the track.
Clearly, in support of an event like The Renault Clio Cup, Restart Signs and Graphic’s work has to be of an exemplary nature. It has to be “correct” to the tiniest detail. It has to be printed to a standard the company is held accountable for. It has to be delivered where and when needed - no discussion. Signmaking credentials aside, the contract to supply the graphics requires a meticulous and accomplished approach to project management. Restart Signs and Graphics delivers it. It’s a no-failures business. It’s about managing thousands of individual elements supporting the big event. It doesn’t go wrong.
Restart Signs and Graphic has some partners it turns to and at Metamark we are one of those. We supply all the materials used by Restart in delivering graphics to The Renault Clio Cup, and to ensure the materials live up to required standards. Clearly they do.
With its abilities proven in supplying The Renault Clio Cup, eyes are now looking toward Restart Signs and Graphics to supply other events and formulas. The company is ready. It has robust systems, solid logistics and a track record that speaks for itself.
Thanks to Restart, sponsors’ messaged and mission-critical graphics are in the safest of hands.
Now, let’s race.
If you would like to know more about what Restart Signs and Graphics have produced you can go to their website, or visit one of their impressive social sites - Facebook or Instagram