Orange, the UK’s most advanced digital mobile phone network, today announced a major ú70million global sponsorship deal. Orange has entered Formula One motor racing in a three year title sponsorship deal with the Arrows F1 Team. Orange will also be official communications supplier for the team, which will be known as the Orange Arrows F1 team.

The deal signals a major move by Orange into the arena of sports sponsorship. It reflects Orange’s intention to be a global communications brand and underlines its aim to be present in 50 countries by 2003.

Orange will use the sponsorship to promote its brand and its advanced communications services in all key markets around the world.

The agreement with the team is wide-ranging and includes title sponsorship, team and car branding, and a variety of promotional, hospitality and marketing activities. Importantly, Orange is the official communications provider to the team and will launch a WAP-based information service, which will be available for the first race of the season, the Australian Grand Prix in Melbourne. Orange will provide news and information from the Orange Arrows F1 Team, including unofficial lap times, lap by lap reports, and team news.

Announcing the deal, Hans Snook, CEO of Orange said: ‘This is a great sponsorship for Orange. Formula One racing is one of the most dynamic sports in the world, relying on leading-edge technologies and continually pushing the boundaries of technological and engineering excellence. Orange has a similar focus on innovation and technical leadership. This, alongside access to a global audience, provides clear synergies for us.’

He continued: ‘There is no better way of promoting Orange to our existing markets, as well as to new markets, than through Formula One – with a global audience of over 50 billion worldwide.

‘This is a ground-breaking agreement, not only in that it is probably one of the largest communications sponsorships in the sport, but it is also the beginning of hi-tech brand dominance in Formula One sponsorship.

‘The Arrows team is a British-based company with, we think, tremendous potential. We are looking forward to establishing what promises to be a dynamic and successful partnership, which exploits our communications leadership for the world of Formula One.’

Tom Walkinshaw, Chairman of the Arrows F1 team, said: ‘Orange and Arrows are both involved in businesses where speed is of the essence and timing is crucial. Both companies are also involved in businesses that are at the leading edge of technology. It is obvious that Orange is one of the most innovative companies in its field and the freedom it has given people in communicating has changed the way we conduct both our business and our private lives.

‘We are looking forward to the wealth of new advanced communications services that Orange can offer to us and to Arrows’ fans worldwide. I am delighted to say that the future’s bright, the future’s Orange and Arrows.’

Orange and Arrows will work together to develop sophisticated telemetry and wirefree data and video applications, including those for the team’s car-to-pit communications. Technicians from Orange and Arrows will work both at Leafield, Arrows’ state-of-the-art headquarters, and Orange’s hi-tech laboratories worldwide.

The worldwide launch of the Orange Arrows F1 team car and car livery reveal will officially take place in Melbourne on Thursday 9 March. The 2000 Grand Prix season kicks off in Australia on 12 March.