Team HARD. Racing can today confirm an exciting partnership with YAZOO, the UK’s number one traditional flavoured milk brand.

This partnership will see YAZOO hold a large brand presence across multiple race series throughout the team’s 2021 line up including the headline act, the Kwik Fit British Touring Car Championship (BTCC). Adding to the excitement, fans permitted to attend the BTCC session will be able to sample a selection of deliciously refreshing YAZOO products from around the circuit.

YAZOO has decided to ‘shake it up’ in 2021 by joining the BTCC for the first time. YAZOO marketing manager Kate Allison commented: “We’re thrilled to partner with Team HARD. Racing. At YAZOO, we continually review our marketing activity to ensure that it aligns to our brand strategy and this partnership perfectly lined up with our goals of bringing a deliciously refreshing treat to everyone and breaking up the boredom of the everyday mundane. We look forward to seeing this partnership come to life and shaking things up on the racetrack!”

Team HARD. Racing Managing Director, Tony Gilham adds: “I’m really excited by this one. YAZOO is a fantastic brand and one of the market leaders in its industry, so I am delighted that the brand has put faith in my team to help it achieve its marketing goals for 2021.

“The big appeal to new partners looking for brand exposure is the BTCC’s exclusive free-to-air coverage which is live on the ITV network. With viewing figures hitting 15.6 million over the course of the 2020 season the BTCC continues to go from strength to strength digitally. With the absence of fans in 2020 we can only expect record matching crowds for 2021 once we get underway making the championship the perfect platform for YAZOO to showcase its tasty, flavoured milk drinks.

“YAZOO prides itself on shaking up the mundane reality of life with deliciously tasty, refreshing treats and what better way to do that than supporting the BTCC offering a perfect family day out. We have always tried to do things differently to get the results we desire whilst having fun at the same time and YAZOO expressing itself as the jester highlights similar characteristics in its brand. This is going to be an extremely exciting partnership for everyone involved.”

The 2021 BTCC season was due to kick off on 3rd April before being pushed back by the championship organisers TOCA by five weeks which will see the UK’s premier motorsport series start its season on the 9th May at the fastest circuit in the country, Thruxton, live on ITV4.