Gum takes to the waves with Claygate

26 July, 2007

Wrigley's Airwaves has signed a sponsorship deal with the Claygate Offshore Powerboat team.

The link-up

includes ITV4 TV coverage and the chance to

reach 150,000 spectators every season.

The initial one-year deal marks the next phase in the Airwaves Pro campaign, which also includes

title sponsorship of the Airwaves Ducati Superbikes team.

Airwaves' current marketing campaign also

features an interactive website - airwaves-pro.tv - where sports professionals, including England rugbyáplayer Lewis Moody and

top cricketer LiamáPlunkett, discuss extremeásports.

Wrigley's marketing director Toby Baker said: "Many Airwaves consumersáare thrill-seekers and our continued association with extreme sports allows us to bring the Airwavesábrand communications to life."




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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