Over the last 18 years, Land Rover and Worldwide Brands Inc., sponsors
of Camel Trophy have worked together to build an
unrivaled international event. This reputation has mutually benefited both parties
providing the ultimate showcase for Land Rover
vehicles and Camel Trophy Adventure Products. As lifestyles change, Camel Trophy
has successfully evolved into a multi-disciplined
event. This shift in direction is targeted primarily at broadening the appeal
to an even wider audience. Land Rover and WBI as a direct
result of this shift in strategy have decided to dissolve the co-sponsorship
agreement of the world's foremost international adventure
challenge, Camel Trophy.
Driving will still play a part in the event, but the emphasis has move
away from a 4x4 focus, and as such, no longer maximizes Land
Rover's sponsorship objectives. The partnership, has ended on a high after last
years' ground-breaking event in Chile and Argentina,
which offered an ideal showcase to demonstrate the world-beating off-road capabilities
of the Freelander, Land Rover's newest
lifestyle 4x4.
"There are few sponsorship relationships that have withstood the test
of time as successfully as Camel Trophy and Land Rover. This
has been as excellent association for us and over the years Land Rover has given
the event an outstanding level of support. However,
as the event now includes so many other sporting activities, the emphasis can
no longer remain solely on 4x4," commented Nick
Horne, WBI Special Events Director.
Speaking about the decision, Rover Group Marketing Director Martin Runnacles
said: "We have enjoyed a unique relationship with
the Camel Trophy event over almost two decades and it has played a major role
in sustaining the image of Land Rover as the
manufacturer of the best 4x4's in the world. However, with the changing character
of the event it will no longer provide us with an
active demonstration of Land Rover's brand essence - limitless capability. We
wish Camel Trophy every success with their new
format. As for Land Rover, future activities will concentrate on our customer
base with the emphasis very much on rugged off-road
adventure."
As Land Rover focuses on new sponsorships the Camel Trophy event will continue
to push the parameters of adventure for the year
2000.
Ends
Issued by:
Jardine Wesson International PR Consultants
Date:
25 February 1999