ING to Sponsor Belgian F-1 Grand Prix

The ING Group has increased its participation in Formula-1 motor racing with the announcement that it will sponsor the Belgian Grand Prix, beginning with this year’s race at the legendary Spa-Francorchamps course on Sept. 16. “Henceforth the race will be known as the ING Belgian Grand Prix,” said the Group’s bulletin.

ING has already sponsored the ING Australian Grand Prix, held earlier this year, and confirmed that it will continue the title sponsorship of the race for the 2008 and 2009 seasons. ING also sponsors the Renault Formula-1 racing team as part of its “on track” branding campaign.

Apparently watching fast cars carries as much appeal to (mostly male) television audiences as watching football and drinking beer. ING said its race sponsorship of the two Grand Prix races and the Renault team now encompasses an “active on-track branding presence at 14 of the 17 Grand Prix races.”

ING isn’t the only large financial services/insurance firm to be involved in Formula 1. Germany’s Allianz has sponsored the AT&T Williams team for the last eight years.

Isabelle M. Conner, ING’s Renault F1 Program Director, commented: “After the Netherlands, Belgium is ING’s second home market. The sponsorship of the Belgian Grand Prix fits extremely well with ING’s presence in the Benelux countries. And of course, the Belgian GP is well known as being one of the most exciting and historic races in the GP calendar.”