Chello Deal Music To Arrows' Ears.

Arrows announced its fourth new sponsor of the day this afternoon, confirming that United Pan-Europe Communications would be backing the Leafield team via its chello internet brand.


Arrows, which has already revealed Orange as title sponsor and Lost Boys and Eurobet as other major backers this morning [Friday], teams up with chello in a three-year deal just a week before the opening race of the season in Australia.


Parent company UPC will use the tie-in with Arrows to promote its global broadband internet brand, whose logo and livery will appear on what is sure to be a very colourful A21 this season. As well as featuring on the car, drivers Jos Verstappen and Pedro de la Rosa will carry chello logos on their overalls and helmets.


"UPC is the most dynamic and innovative broadband cable communications company in Europe," commented chairman and CEO Mark Schneider, "and our sponsorship with the Arrows F1 team will help to communicate our drive and excitement on a global basis. We chose the chello brand to be featured on the team livery and all associated material because of the obvious synergy between Formula One and high speed broadband internet - both share strong central themes of excitement, speed and energy, while demonstrating what can be attained at the pinnacle of technological achievement."


"The chello-sponsored Arrows team will deliver strong international visibility of our brand right from the start of this year's race season," agreed chello broadband nv CEO Roger Lynch, "Formula One racing has a global audience of millions of people, so this means we will be reaching a huge proportion of our existing and potential customers with the brand in a way which is totally consistent with our product. It is an added benefit that the first race of the year takes place just three days after the media launch of our Australian service in Sydney.


Far from overwhelmed by the number of new sponsors he has had to announce today - and unfazed by the fact that the Orange deal was only brokered three days ago while ski-ing in the Alps - Arrows boss Tom Walkinshaw admitted that he was approaching the 2000 season with renewed optimism.


"The chello brand is a perfect fit as a main sponsor of the team," he said, "Our new sponsor concentrates on delivering a high speed internet experience, with the content and excitement which only broadband can deliver. In a similar vein, the FIA Formula One World Championship dominates the world of sport in terms of speed, exhilaration and dedication to delivering the best possible performance. We are looking forward to a successful race season and welcome chello as one of our primary sponsors."