Honda F1 website

APRIL 18, 2006

The future of Foster's in F1 - or the lack of it

In the last few days in Australia Foster's has announced the end of its sponsorship in Formula 1 after 20 years. This follows the sale of the Foster's brand name in Europe to Foster's UK brewing and distribution partner, Scottish and Newcastle. Different regions will now make their own decisions about sponsorship but it means that the company will no longer have pouring rights at races, signage at 10 events and title sponsorships of the Australian, San Marino and British GPs.

Foster's chief executive Trevor O'Hoy says that although the company is not going to promote the brand internationally, there may be deals for its other brands, such as Victoria Bitter, Carlton Draught and Crown Lager.