Briggs Equipment is delighted to announce an extension to its sponsorship of Árón Taylor-Smith for the upcoming 2024 British Touring Car Championship (BTCC). This season, Áron has resigned with Power Maxed Racing and will be aiming to build on his podium tally throughout 2024.
The 2023 season was a breakout year for the Irishman as he changed teams to CarStore Power Maxed Racing for what unfolded to be a silverware-laden season for the Dubliner. Taylor-Smith proved to be one to watch through the second half of the season as he added four independent class victories to a trophy cabinet that already includes four outright race wins and, now, 20 podiums finishes since making his debut back in 2011.
The past nine months have certainly marked something of a renaissance for Taylor-Smith’s touring car career, and the focus has already shifted towards making 2024 an even bigger step towards the ultimate goal of championship glory all being made possible by his partnership with Briggs.
The partnership has grown in strength over the season with 2023 being a record-breaking year, both on and off the track. Over the ten race weekends and three charity kart races, 400 guests from 72 different companies got the chance to experience the adrenaline filled world of the BTCC, courtesy of one of the strongest partnerships in the BTCC between Briggs Equipment & Taylor-Smith. The 2024 will see a further host of activations, from charity initiatives with the Air Ambulances UK to further staff & customer opportunities to attend trackside.
The Championship will be covered comprehensively on TV and online, which provides an excellent platform to showcase the Briggs brand. Coverage of each race weekend will be hosted by ITV, with extended highlights available via their on-demand and digital channels. In fact, the champion eclipsed over 19 million viewers in 2023 with Briggs Equipment BTCC car getting a wide foray of airtime as Taylor-Smith regularly battled for podium finishes.
Leigh Edgley, Briggs Equipment’s Group Sales and Marketing Director commented: “We are thrilled to unveil our dynamic partnership with Árón Taylor-Smith in the exhilarating world of motorsport sponsorship. A seasoned racer and a charismatic figure, Árón embodies the essence of a true ambassador, aligning seamlessly with our business values.
“This collaboration transcends traditional sponsorship, evolving into a powerful business partnership where mutual success is the destination. Árón’s prowess on the track is matched only by his dedication off it, making him an ideal representative for our brand. Together, we embark on a journey fueled by passion, performance, and shared goals, destined to set new benchmarks in the motorsport and business arenas alike.”
Árón Taylor-Smith, commented: “I am beyond proud of what we have achieved within the Briggs Equipment partnership, both on and off the track over the years and the successes of 2023 are largely in part down to the support of Briggs, as it simply wouldn’t be possible without them. To fly the flag once again heading into the 2024 is truly a privilege.
“But honestly, I am most proud of is what this partnership stands for. Over the years I have been fortunate enough to get to know a lot of the staff within Briggs and their personal support means more to me than you will ever realise. I absolutely love getting to see the same faces throughout the year, as everyone becomes a part of my BTCC journey.
“We have a number of plans in place for this season, which will see even further engagement, from trackside attendees to charity events. All of which have become a key part of the Briggs BTCC program and I honestly can’t wait to see what we can all achieve together this season. This partnership really defines the company slogan of “power in partnership.”
The opening round of the 2024 KwikFit British Touring Car Championship is at Donington Park on 27/28 April. Click here for the full calendar.