F1: Looking to broaden interest in sport
F1 rebels hire New Century to present their case
Gemma O'Reilly, prweek.com, Wednesday, 24 June 2009, 9:20am,
The Formula One Teams Association has called in PR support to help promote the group to journalists outside F1.
The rebel F1 breakaway group is planning to set up a rival championship for the 2010 season after a row over budget cap proposals. The group includes Brawn GP, Ferrari, McLaren, Renault, Red Bull Racing and Toro Rosso.
New Century, the agency headed up by former British Airways director of public affairs David Burnside, was appointed following a competitive pitch. Major financial agencies Brunswick, Citigate Dewe Rogerson and Chelgate were said to have pitched.
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