Global haircare giant Wella is to make its debut in Formula One
sponsorship next year with a major deal to back the fledgling Toyota
Wella, whose highest-profile UK sponsorship has been the association of
its Shockwaves brand with US sitcom Friends on Channel 4, will use the
tie-up to market its products more effectively on a global basis.
F1's worldwide TV coverage will be a platform for Wella to raise
awareness of its hair, cosmetics and fragrance ranges as it fights for
market share with global rivals such as Procter & Gamble and
Wella refused to comment on the deal's value, but said it would invest
considerably in exploiting the sponsorship through a range of marketing
The Wella brand will appear on the nose and rear wing of Toyota's cars
next season, which begins next March in Melbourne with the Australian
The agreement with Wella is a coup for Toyota, which has already signed
Panasonic as its title sponsor, and this week also unveiled AOL-Time
Warner as an official partner.
AOL will explore a number of media opportunities with the team as well
as having its logo displayed on the side of the cars.
Toyota's driver line-up for its debut season will comprise Scotsman
Allan McNish, new to the sport, and Finland's Mika Salo, who has driven
for teams including Ferrari and Sauber.
The 2002 car was launched earlier this week at the team's headquarters