Carter Sullivan steps into the pinnacle of British Motorsport

21st January 2022

Carter Sullivan steps into the pinnacle of British Motorsport 

We are delighted to announce that Carter Sullivan has joined forces with Árón Taylor-Smith for the 2022 British Touring Car Championship. With the 2022 season less than 100 days away we are set to debut in the series with the multiple race winner.

A key part of the 2022 Carter Sullivan BTCC program will be centred on unique opportunities for the workforce and guests to experience the BTCC. They will get unrivalled ‘behind the scenes’ access to multiple race weekends and see a whole new side of what motorsport is all about. The ultra competitive BTCC welcomed the addition of the new Cupra for the 2021 season and the Irish ace regularly battled his way to the cuff of the top ten throughout the season, making for some very exciting racing along the way and showcasing the hard work that team had done in building this new car. New for this coming season will be Carter Sullivan branding on board Taylor-Smith’s Cupra which will be on prominent display for millions to see on the live ITV footage. The first race of the season is on April 24th at Donington Park but keep your eyes peeled to both Taylor-Smith’s and Carter Sullivan’s social media channels for regular updates on the development of the Cupra during pre season testing.

Mark Anderson of Carter Sullivan commented: “We have always been a fan of the BTCC and it gives us an enormous sense of pride to know that we will see the Carter Sullivan logo on Árón’s car this season. We initially met to explore how a BTCC program would look and Árón was able to tailor a package to tick every box for us. We have a great activation plan in place to build brand awareness but to also offer a unique experience back to our staff & guests at particular race weekends. We can’t wait to get trackside to cheer Árón on throughout the year.”

It is common knowledge that Taylor-Smith has signed a multi-year deal with Team HARD Racing to remain in the Cupra for the 2022 season. The Irish ace is a multiple race winner after notching his maiden victory in his debut season. He remained in the series for a further five seasons and accumulated additional wins & podiums during this period before embarking on a GT program. However, the fan’s favourite returned to the series in 2021 in the all-new Cupra. The 2022 season is set to be another action packed season with a maximum capacity grid of 32 cars fighting for the most coveted prize in British Motorsport.

Taylor-Smith commented: I am genuinely delighted to welcome everyone from Carter Sullivan into the BTCC. The BTCC offers an unrivalled marketing platform but arguably what’s more important is being able to tailor a program to suit the individual needs of each of my partners. I was certain that Mark & everyone at Carter Sullivan would be a great fit for my program after initially meeting and hearing the passion that they have for motorsport. 

I honestly love getting the opportunity to work with companies who are new to the BTCC as we can fine tune a package to go far beyond a generic marketing program. We have a large staff engagement plan already in place for everyone at Carter Sullivan to give them a real sense of what the BTCC is all about. The season is fast approaching and I’m excited to introduce them to the world of the BTCC.