The deal is not, however, a contra deal, with the Telegraph believed to have paid a six-figure sum for its sponsorship of the VXR team. The deal will see Telegraph branding appear on VXR racing cars; drivers' suits; team clothing; and in the pit. As part of the deal, the newspaper will have access to the drivers and the pit for hospitality and competition prizes.
Vauxhall's deal with the Telegraph sees the car maker sponsoring an eight-page pre-season preview on April 17, ads in the paper, posters in newsagents and 15,000 free copies of the preview given away at the first England BTCC meeting, held at Brands Hatch on the May bank holiday.
The deal is unusual in that it was initiated not by the Telegraph marketing department, but by the sales department. Display ad director Chris White-Smith oversaw the deal and negotiations were handled by Richard Selby, liaising with Telegraph Group's marketing director Mark Dixon.
"This is an interesting example of how the sales side of our business can drive brand activity for The Daily Telegraph. At the same time, we have constructed the deal to bring revenue in from Vauxhall by creating a tailored editorial BTCC package in the paper," Selby said.
The BTCC season begins in Dublin's Mondello Park on April 21, and continues with nine rounds in England, finishing on September 21 at Oulton Park in Cheshire. The series will be televised on ITV1.
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