Briggs sign as primary sponsor

Briggs Equipment to sponsor British Touring Cars Championship Driver for 2021 season

Briggs Equipment is delighted to announce that it will be a primary sponsor of British Touring Cars Championship (BTCC) driver, Árón Taylor-Smith, in the upcoming 2021 season. Árón is the only Irish driver to win a race in the championship in the last thirty years and is making a return to the competition this year with his eyes set on adding to this tally.

As part of the sponsorship agreement, Briggs Equipment branding will feature on Árón’s Cupra Leon car, his racing suit, the BTCC garage and all support team clothing. Briggs will also benefit from a number of hospitality opportunities at each race meeting. 

The entire championship will be covered comprehensively on TV and online, providing an excellent platform to showcase the Briggs brand. ITV will be providing live coverage of the events, allowing you to watch Árón live in enthralling, fast paced British Touring Cars action. 

David Turner, Briggs Equipment’s Marketing Manager, commented: “We are excited to have agreed this sponsorship agreement with Árón and we can’t wait for the first race to get underway. Whilst this is our first year involved with the BTCC, we have a proud history of supporting various motorsport events and teams and we’re looking forward to working closely with Árón throughout the upcoming season.

“2021 will hopefully be an extra special year for the competition as it’s hoped that spectators will be in attendance for a large portion of the calendar and, if allowed, there will be Briggs support at each race cheering Árón on. 

“The new Cupra Leon car that Árón will be driving looks fantastic, and we can’t wait to see it in action at some of the UK’s most iconic racing venues adorned with Briggs Equipment branding.”

Árón Taylor-Smith, commented, “I am over the moon to welcome Briggs Equipment not only into my own racing program but also into the British Touring Car Championship. The company has been well established in motorsport over the years and I am delighted to get the opportunity to represent them in the pinnacle of British motorsport. 

“When working with new partners it is always important to find companies that align with the values of what I want to achieve and Briggs is the perfect fit for this. The team work, leadership values & commitment that is required to be successful in motorsport are echoed by what’s important to Briggs.

I am genuinely looking forward to having the support of Briggs at the BTCC weekends as restrictions are being to ease which allows spectators once again at our race weekends. We have some great activation plans ahead for this coming year for both staff & fans and I can’t wait to get started. It’s going to be a great year!”

About Briggs Equipment:

Briggs Equipment is an engineering services and asset management specialist that has transformed the contract hire of industrial machinery. In addition to being the Hyster-Yale Group’s exclusive UK distributor for the Hyster and Yale ranges of materials handling equipment, Briggs enjoys many other strategic partnerships with suppliers that provide industrial cleaning, aerial access, groundworks, agricultural plant and machinery that offer customers a total solution and services all the equipment it supplies, with one of the largest teams of mobile engineers across the UK and Ireland. Whether it’s new, used or short-term hire equipment, Briggs has a proposition far more wide ranging than materials handling. The company’s market leading fleet management tool, BE Portal, plays a pivotal role in driving up standards of customer service and its in-house financing capability, BE Finance, offers customers greater flexibility. Highlighting the company’s diverse expertise, its Briggs Defence operation provides global equipment and maintenance support to the Ministry of Defence as part of a contract that has lasted 20 years. Briggs is transforming the industry by placing customers at the heart of everything it does. Discover more about us at 

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