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World Rally Championship signs Japanese partner

Japanese chemical company Asahi Kasei has entered into a multi-year partnership with the World Rally Championship motorsport series.

The Tokyo-based company will serve as an official partner of the championship, which is sanctioned by the International Automobile Federation (FIA).

The agreement begins with next month’s Rallye Deutschland event, which takes place from August 16-19.

Asahi Kasei will receive prominent TV-relevant brand exposure during all WRC rounds, along with integration across the series’ digital platforms. It will also benefit from a permanent presence in the WRC service park.

Oliver Ciesla, managing director of WRC Promoter, the championship’s commercial arm, said: “Asahi Kasei Group is highly focused on innovation and working for a better future, with technologies contributing to a clean environment, and the WRC provides a perfect platform to grow both the automotive side of its business and its global awareness and popularity.”