Ford runs first on small screen

Ford might not have won the race at Bathurst but it won the battle on TV.

Earlier this year Ford signed a multi-million-dollar deal which saw the company "block" car rivals advertising during V8 Supercar race telecasts. But yesterday it emerged that the might of Ford's dollar may earn it more than just advertising space.

"We don't do it directly or say which Ford to focus on but part of the deal is that we get a certain level of coverage," said Ford motor sport boss Howard Marsden. "It's been difficult for [Channel Ten] because we haven't been winning many races this year."

In a bitter irony, the Falcon that led the opening 30 laps of the race ahead of a fleet of Holdens did not carry Ford signage.

"They are terribly under-funded, that's true," said Marsden, speaking of the Brad Jones Racing Team which has outpaced more fancied teams for the past two Bathurst races.

"But rather than take up valuable advertising space on the car with our signage, they sell that space and we make sure they get good exposure."

The general manager of Channel Ten sport, David White, told the Herald: "There is absolutely no influence whatsoever by either manufacturer on what goes to air. Ford made a commercial decision to sponsor our telecast and I'm not going to comment any further on our commercial arrangements."

Ford admitted it spent more than double its motor sport budget on TV advertising and promotions. "It's long been said that, in order to reach non-enthusiast audiences, for every dollar of sponsorship you need to spend at least double that in advertising and promoting your involvement in motor sport," Marsden said.

The Ford/Holden rivalry was stronger than ever off the track at Bathurst this year. In an attempt to trump Holden in the pits, Ford erected a two-storey pavilion to showcase its road cars and race team apparel. It literally overshadowed Holden's adjacent red tent.

Ford's $1.5 million structure was so big it needed a council permit to erect it.

Other corporate hospitality marquees were less successful. The wind was so strong that one, designed to accommodate 50 guests, collapsed on them and on to the circuit, prompting one of many pace-car caution periods.

Sydney Morning Herald

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