CorpComms Magazine

Swiss bank UBS is to become the fourth global sponsor of motor racing championship Formula 1.

While a number of banks hard-hit by the financial crisis are dissolving their previous sponsorships, including former Formula 1 partners Royal Bank of Scotland and Dutch banking group ING, UBS is turning the page on its heavy subprime losses and looking to new investments.

UBS has also launched a new brand campaign for 2010. 'We will not rest' celebrates great characters in history and the partners and team members who made their achievements possible. The campaign paints UBS as the industrious and supportive counsel behind a number of highly successful clients.

Now the Swiss bank is seeking complementary ways to promote its brand globally, and make it synonymous with excellence in other fields and the motor racing industry has a very strong presence in many of the company's key growth markets such as Asia, the Middle East and Latin America.

The deal will be formally launched at the opening of the Singapore Grand Prix at the end of this month.

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