FairFX and Sky ink sponsorship deal for Sky Sports F1

Sky Media and travel money company FairFX have inked a sponsorship deal for Sky Sports F1 ahead of the Malaysian Grand Prix this weekend.

The partnership, spanning the Sky Sports F1 channel, Sky Go, Skysports.com and Sky Sports Mobile App will run until the conclusion of the Abu Dhabi Grand Prix on 29 November.

The creative will feature FairFX’s prepaid currency cards, travel cash and money transfer services for consumers and businesses and is intended to build further awareness of the brand.

Martine Parnell, chief marketing officer of FairFX, said: "With this season-long sponsorship FairFX will be able to reach a wider audience and deliver increased awareness of the market-leading products that we offer.”

The campaign also marks a change in FairFX's marketing mix as the company pursues a new strategy for rapid growth as a low cost, foreign exchange provider.

The deal was brokered by PHD.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.