Formula 1 team Tyrrell has moved its PR account to Edelman PR
Worldwide following its acquisition by British American Tobacco.
Motor industry specialist Avenue Communications had handled the Tyrrell
Racing Organisation’s PR for four years, co-ordinating media coverage
for the team worldwide.
Edelman will provide media relations support in the 1998 season, and
when the team is incorporated into the British American Racing team in
1999, said Jean-Claude Torchia, Edelman vice president. The agency
handled the announcement of Tyrrell’s acquisition by BAT last week. BAT
is likely to invest pounds 300 million in Formula 1 over five years.
The deal follows the furore over the Government’s decision to exclude
Formula 1 from its ban on tobacco sponsorship for another six years.
Edelman has yet to hear whether its relationship with BAT will be
extended to cover its international media relations brief (PR Week, 14
November 1997). A decision is expected in the New Year.
