Abstract
Dr. Ing Wolfgang Reitzle, Chairman of Jaguar Cars when the Formula 1 project was launched in January 2000, made the keynote introductory speech of the Jaguar Formula 1 racing programme. Wolfgang Reitzle set out the company’s agenda for a long term commitment to Formula 1 Grand Prix racing that, it is unofficially calculated, will cost Ford and Jaguar more than £680 m between 2000–2004.1
Costed from five years racing budget @ £340 m and three company acquisitions [£140 m] plus the estimated cost [£200 m] of a new corporate building to house all under one roof.
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© 2001 Martin Beck-Burridge & Jeremy Walton
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Beck-Burridge, M., Walton, J. (2001). Achieving Global Brand Recognition. In: Sports Sponsorship and Brand Development. Palgrave Macmillan, London. https://doi.org/10.1057/9780230508224_11
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DOI: https://doi.org/10.1057/9780230508224_11
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