HiQ, the nationwide vehicle servicing and tyre retailing network, has announced its title sponsorship of the UK’s premier motor racing series, the MSA British Touring Car Championship, for the next three years beginning with the 2008 season.

This high-profile sponsorship will play a key role in promoting HiQ’s ambitious programme of development which is set to change the way ‘fast fit’ is delivered in the UK.

HiQ is part of the Goodyear Dunlop group in the UK, which has backed the BTCC since 2005 with the high-performance Dunlop tyre brand as title sponsor. Dunlop will continue as official tyre supplier to the BTCC.

Neil Burrows, HiQ Managing Director, stated: “The BTCC has proved that it can deliver a high value of advertising worth, with live ITV coverage, the biggest UK motor sport attendance figures and broad media exposure. It gives HiQ a perfect opportunity to promote our unique offering as we re-launch and grow our network across the UK."

HiQ’s presence at BTCC meetings will extend considerably beyond the title sponsorship to the championship. The company will invite staff, franchisees and fleet customers to events, and the nationwide reach of HiQ branches will provide the basis for localised PR campaigns to promote BTCC events in town centres across the country, making the championship even more accessible for fans.

BTCC Series Director Alan Gow said: “I am thrilled that HiQ has chosen to partner with the BTCC to accelerate its ambitious network-building plans in the UK. We have enjoyed a great relationship with the parent company, Goodyear Dunlop, for several years, and are delighted that the group continues to work closely with the BTCC through promoting its HiQ retail network as it expands across the country.”

HiQ has invested heavily in a programme of development that involves the redevelopment of all centres, linked to a unique on-line service   which allows customers to purchase their tyres on-line and choose when and where they have them fitted within the network. The network provides MOT and vehicle servicing, as well as tyre fitting, at over 120 branches across the UK.

Burrows added: “HiQ has begun an ambitious programme, not only to simply change the look of its centres, but make a fundamental change to the way fast fit is delivered in the UK. Partnering with the country’s biggest motor sport championship will help us communicate with our target audience and promote the scale of the investment in the HiQ network.”