The promotion of the FIA World Rally Championship will shift up a gear thanks to a new acquisition deal announced yesterday.
North One Sport, the company responsible for promoting the World Rally Championship (WRC), has been acquired by Convers Sports Initiatives (CSI), a rapidly expanding sports marketing group that will bring extra investment and knowledge to accelerate the growth of the WRC.
London-based North One Sport was appointed global promoter for the WRC by motorsport’s world governing body, the Fédération Internationale de l’Automobile (FIA), in 2009. The agreement, which also includes the exclusive commercial and media rights to the WRC, runs until 2020.
One year into the agreement, North One Sport’s efforts to enhance the global profile of the WRC are moving forward rapidly. Moreover, a raft of changes to the technical and sporting regulations have made the sport more relevant to automotive manufacturers and more suitable for cross-platform media promotions to fans around the world.
Proof of the sport’s increased appeal to manufacturers came in the autumn of 2010 when MINI announced it would join established competitors Citroen and Ford in the WRC with an official two-car team in 2011. The opening round of this season, February’s Rally Sweden, was the first to feature another new addition for 2011; a live televised Power Stage, footage of which was distributed around the world and awarded the fastest three drivers bonus points. Re-launched by North One Sport midway through 2010, the World Rally Championship’s official website, wrc.com, broke all records for visitor traffic on Rally Sweden and has been shortlisted for ‘sports website of the year’ at the 2011 Sport Industry Awards.
Alongside the WRC, North One Sport manages the media distribution and content delivery for a selection of other action sports including the Isle of Man TT, the Velux 5 Oceans Race, and the Clipper Round the World yacht race.
This proven track record and range of sporting interests made North One Sport a prime target for Convers Sports Initiatives at a time when the group was looking to add to its portfolio of businesses.
CSI acquired North One Sport from parent company North One Television, who will continue to produce all the programming for the WRC. North One Television acquired the WRC’s commercial rights holding company, ISC (International Sportsworld Communicators) in 2007 and re-badged it as North One Sport.
Based in London, CSI is part of the Convers Group headed by Russian entrepreneur and investor Vladimir Antonov. Antonov, a rally enthusiast and occasional competitor, is chairman of CSI and part of a management team with considerable experience and understanding of the sports industry that includes co-founders Roman Dubov and sports entrepreneur, and former chairman of Leeds United Football Club, Chris Akers.
With an existing range of sports, media and entertainment interests ranging from news websites to sports including motor racing, golf, ice hockey and basketball, CSI has the knowledge and resources to complement the work already being carried out by North One Sport in the on going promotion of the WRC.
“Convers Sports’ acquisition of North One Sport starts a new page in the history of the WRC,” said Antonov. “Our team will use all the resources available to us to continue to excite fans with one of the best racing challenges in the world.
“Working in partnership with the FIA and other key stakeholders we plan to achieve even higher targets and continue to give an amazing challenge to manufacturers, drivers and teams. Our company plans to invest substantial resources to improve the promotion of the WRC and bring the quality of competition to even higher levels. This will benefit both participants and spectators in the long run.
“Convers Sports will dedicate our hearts and minds to continue building the legacy of this extraordinary sport. We want it to evolve into something exceptional. Convers Sports will do whatever is necessary to maximise this opportunity and leave our mark in global motorsport history,” he added.
Under the terms of the deal North One Sport will relocate to CSI’s headquarters in London but will retain, for the meantime, its company name.
“In some ways it’s business as usual for North One Sport,” said the firm’s CEO Simon Long. “The vision remains the same and we have continuity in that the great team of individuals that work for us will continue to do so. But with the extra resources now at our disposal – both financially and in terms of the related knowledge and experience that the team at CSI brings – we’re in a better position than ever before to push the WRC forward.
“The opening round of this year’s WRC in Sweden gave us an inkling of how thrilling and spectacular the WRC can be thanks to the close fight for victory over three days of intense competition. While it created headlines and enthralled television viewers around the world, the agreement with CSI will help to ensure the promotion of the WRC is taken to new levels.”
After gaining the necessary approval from FIA President Jean Todt the agreement between North One Sport and CSI was concluded in Paris on 10 February.
The WRC resumes with Rally Guanajuato Mexico from 3-6 March, round two of the 13-event calendar.
– Credit: www.wrc.com