What Car? was not satisfied that their flagship event was reaching its full commercial potential. Although previously securing sponsorship during their 36 year history they were not able to sustain nor consistently secure sponsors. In 2011 only one sponsor was involved and the event achieving the lowest revenue in its history. With sponsorship funding the event, it was vital to find financial support for the long term.
Slingshot was brought on to reinvigorate sponsorship, but the achievement is centred on sustainability. Four years on, the entire group of sponsors Slingshot initially brought on Year One are still sponsors today and all are on one year contracts. In an industry of churn and a history of poor delivery, this is a significant rights holder achievement!
