PacifiCare agrees title deal with Newman-Haas.

Looking to put some muscle and increased speed in its brand and company positioning, PacifiCare Health Systems has reached an agreement with the Newman-Haas Racing team to sponsor its #1 car in the CART series for 2003.

The sponsorship marks PacifiCare's entry into motorsport, as the company sees the move as part of its marketing strategy as a leading consumer health organisation operating throughout the United States and Guam.

During the 2002 Champcar season, the series garnered hours of network broadcast time and reached 21 million households. In addition to similar television coverage anticipated in 2003, PacifiCare is formulating internal plans to broaden awareness of its sponsorship investment with key audiences including brokers, employer customers, consultants and its employees.

In addition to its NHR sponsorship, PacifiCare will also sponsor three major Champcar events in the 2003 season, serving as an official sponsor at the venerable Long Beach Grand Prix (13 April), the floodlit Milwaukee oval race (31 May) and the Denver street event (31 August).

PacifiCare also announced that it intends to serve as the 'exclusive and official health care provider' for the entire Champcar World Series schedule, offering health insurance benefits and related services to Champcar and NHR employees nationwide.

"This partnership with Paul Newman, Carl Haas and Newman-Haas Racing helps us extend our PacifiCare brand - both the name and its meaning - by being associated with a team of quality and achievement," said Howard G Phanstiel, president and CEO of PacifiCare.

"PacifiCare is evolving into a leading consumer health organisation. We believe this partnership is one of the most cost-effective means of generating product awareness to a large, diverse audience in a very short amount of time."

"Mr Newman's well-known philanthropy is a perfect example of 'caring is good, doing something is better','" Phanstiel added, "Our own commitment to improving the lives of our members, and our communities as a whole through the PacifiCare Foundation, were key factors in Mr. Newman choosing us as his partner."

NHR is the defending Champcar World Series champion and a four-time CART series winner, and will carry the distinctive maroon PacifiCare livery on the #1 car campaigned in 2002 by Cristiano da Matta, and taken over this year by Bruno Junqueira.

"While most sponsors come to this sport to reach the broad audience it attracts, I was impressed by PacifiCare's interest in it from the symbolic standpoint that both of our businesses are fast-paced and dynamic," said team co-owner Carl Haas, "I have had a chance to meet with their leadership recently, and they're a company that subscribes to a fast-paced culture, is very focused on its customers and clearly on the move."

"I would like to welcome PacifiCare as the new primary sponsor of the #1 Newman-Haas car, driven by Bruno Junqueira," added fellow owner Paul Newman, "I am looking forward to a long and productive relationship with PacifiCare. We look forward to great success together on and off the track, as we defend our 2002 CART championship."