WRC fixes up new partner ahead of season opener

Online car parts retailer Autodoc has signed up as an official partner of motorsport series the World Rally Championship.

Terms of the deal with WRC Promoter, the championship’s commercial arm, were not disclosed but the Berlin-based company will join the WRC family from this week’s season-opening Rallye Monte-Carlo.

Autodoc will benefit from prominent television visibility and service park branding at all European rounds.

Autodoc will also enjoy comprehensive online activation on the series’ official website and its social media platforms, as well as bespoke videos for use across its own channels.

WRC Promoter’s managing director Oliver Ciesla said: “Visibility on our TV programmes and a weekend-long presence in the WRC service park at European rallies will provide direct contact with our fans, and potential new customers, in Autodoc’s target markets.”

Autodoc chief executive Alexej Erdle added: “For a while we have been looking for an opportunity to place our rapidly-expanding company in a significant sponsorship and from the beginning it was clear we should only choose an outstanding sport.

“The WRC embodies a strong and highly competitive world-class sport in which only the most dedicated, innovative and best players reach the top. The comparisons with Autodoc are clear.”