SUPERCHEAP AUTO SIGNS MAJOR DEAL WITH TCR SERIES

Supercheap Auto will be the naming-rights sponsor of the TCR Australia Series for the next five years. Pic: Supplied

SUPERCHEAP Auto will be the naming rights sponsor of the TCR Australia Series in 2021.

Their five-year deal with the Australian Racing Group (ARG) also includes a partnership with the S5000 open-wheel category, which will compete for the resurrected Australian Drivers’ Championship and Motorsport Australia Gold Star in 2021.

The agreement, which sees Supercheap Auto take over from carsales as TCR’s naming rights partner, maintains the automotive retailer’s presence in Australian motorsport and extends its near 25-year relationship with the sport.

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After sponsoring a car in the Australian Super Touring Championship in 1997, Supercheap Auto served as the primary sponsor of at least one car in the Supercars Championship every year from 1998 to 2020.

The late Jason Richards was one of several drivers to campaign this Supercheap Auto-sponsored BMW during the 1997 Australian Super Touring Championship. Pic: an1images.com / Andrew Hall

The company was also the title sponsor of the Bathurst 1000 from 2005 through to last year; Supercars did a deal with rival automotive retailer Repco for the naming rights of the race for 2021.

“As an Australian owned retailer, we are proud to continue investing in Australian motorsport,” Benjamin Ward, Managing Director of Supercheap Auto, said.

“The TCR series with its diverse range of turbocharged touring cars deliver fantastic racing and with the broadcast of every race now on free to air television – this is accessible to all Aussie motorsport fans.

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“Supercheap Auto is well known as the longest naming rights sponsor of the Bathurst 1000, and for us – our new partnership with TCR gives us the opportunity to bring high quality motorsports to more Australians – more often.

“With our support of the TCR category – this offers fantastic market relevant racing in Australia. For the V8 lovers – the S5000 category is first class open wheel racing.”

Chelsea Angelo and James Moffat’s TCR cars carrying Supercheap Auto’s branding. Pic: Supplied

ARG CEO Matt Braid said the group is proud to welcome Supercheap Auto as the long-term naming rights partner of the TCR Series.

“It is a strong endorsement of the TCR Australia product and our growth plans for the category that Supercheap Auto has identified TCR as a strategic platform to align its iconic brand and engage Australians who love their cars and motorsport,” Braid said.

“For more than two decades, Supercheap Auto has supported motorsport in Australia with unwavering passion and best-in-class activation.

“It is an honour to know that commitment will now extend to the Supercheap Auto TCR Australia Series, for at least the next five years.”

The Supercheap Auto TCR Australia Series is scheduled to get underway on January 24-26 at Symmons Plains Raceway in Tasmania, with every race televised live on the Seven Network.

Will Dale is V8 Sleuth's Head of Content - Digital. He began his media career as a breakfast radio newsreader before joining SPEED TV Australia and FOX SPORTS Australia in 2012 as its Digital Editorial Lead - Motorsport, covering all forms of motorsport both in Australia and internationally. He became part of the V8 Sleuth team in 2018.