19 Entertainment to promote HondaSimon Fuller, famous for making American Idol and the Spice Girls famous, will now get to work on improving Honda`s F1 image.
His `19 Entertainment` company has penned a ground breaking five year contract with the Brackley based team, which is now fully owned by Japanese carmaker Honda, aimed at enhancing the squad`s image via entertainment.
"This is exactly the direction the teams should be taking," Bernie Ecclestone enthused to UK`s Guardian newspaper, "to broaden the entertainment and sporting appeal of Formula One to a global audience."
Fuller`s first ideas to uniquely market Honda, Jenson Button and Rubens Barrichello, however, will probably not be seen until next year.
Honda`s F1 principal Nick Fry said: "The competition now for an audience is not just within motor racing but comes from (TV show) Desperate Housewives and Chelsea Football Club."
Fuller named his company `19` after the 1985 Paul Hardcastle song, which refers to the average age of American soldiers in the Vietnam War.
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