Pendragon's CarStore brand goes for BTCC exposure

Pendragon has agreed a naming sponsorship deal with British Touring Car Championship (BTCC) team Power Maxed Racing (PMR).

The five-year deal enables both the CarStore and Evans Halshaw brands to gain exposure to BTCC fans, including through car and driver branding, hospitality and onsite branding, marketng and commercial opportuni6es.

The team will now race as CarStore Power Maxed Racing within the BTCC.

Pendragon has relaunched its CarStore used car retailing division as a hybrid model.

“With Pendragon’s portfolio of industry-leading new and used car brands, partnering with PMR to form the CarStore Power Maxed Racing Team was an obvious choice for us,” said Kim Costello, chief marketing officer for Pendragon.

“We were looking to align ourselves with a winning team on the track and a commercially-minded team off of it, and in partnering with PMR we found just that.

"The 2022 BTCC should be an exciting season and we are looking forward to what the CarStore Power Maxed Racing Team will do both on and off the track.”

CarStore Power Maxed Racing Team principal Adam Weaver added: “Winning races requires teamwork, dedication and strong partnerships, and we felt Pendragon could really support us on all three.

"We’re excited to see the brands featured on our livery, and working with them to build our collective influence in the BTCC.”

For the 2022 campaign, CarStore Power Maxed Racing’s BTCC line-up sees fan favourite Michael Crees make his series return alongside Ash Hand as he makes his debut in Britain’s premier motorsport series.

After the first race weekend of the 2022 season, at Donington Park, the team sits 5th in the BTCC Independents teams championship.

Pendragon chief executive Bill Berman recently told AM the company now has "the right strategy in place" as its 2021 financial results revealed a record underlying profit before tax of £83 million.