PC Tools drives through Renault sponsorship deal

PC Tools has announced a new sponsorship programme with TDS Racing and Renault Sport Technologies, aiming to significantly increase awareness of its antivirus products throughout Europe.

TDS Racing is the current Eurocup Megane Trophy championship-winning team, having scooped all three titles in 2010 – their most successful season to date. PC Tools will sponsor driver David Dermont, whose car, outfit and helmet will all bear the PC Tools livery. With this sponsorship agreement, PC Tools branding will be carried on all four cars in Xavier Combet’s title-winning team.

In addition to brand exposure, the agreement signed between the two parties offers PC Tools the opportunity to provide VIP hospitality to partners, media and customers at each of the 7 races hosting the Eurocup Megane Trophy championship.

Says Stephanie Edwards, VP worldwide sales and marketing, PC Tools: “We’re thrilled to partner with TDS Racing and Renault Sport Technologies in our most ambitious branding campaign ever. Through the partnership with World Series by Renault, we expect to reach new consumers in many European countries. Plus, this will open the door to numerous partner programmes across the region for PC Tools.”

This sponsorship heralds the beginning of a major marketing communications programme across Europe to boost awareness of the PC Tools brand in key markets, through its association with the World Series by Renault. Planned marketing includes retail store promotions, sweepstakes and competitions through various media and sales incentive programmes at the distributor level.