EASTWEST PR appointed for 1st British Motor Sport Festival to be held in China

By Jim James Published: November 19, 2015

EASTWEST PR, Beijing, appointed as the official media relations partner for the 1st British MotorSport Festival in China. Having worked for Morgan Motor Company and Lotus Sports cars in China, the Agency was the natural choice.

2015 November 18 Beijing The Inaugural British Motor Sport Festival (BMF) is to be held in Beijing to establish British One Marque racing in China. The UKTI and Beijing Motor Sport Association endorsed 5-day event will bring together British racing cars, Chinese drivers and British trainers and will continue across China in 2016. Lotus, Morgan Motor Company, McLaren, Radical and the Mini Owners Club of China will have cars and drivers put through their paces under the stewardship of organisers Imperial Motorsport and guidance of instructors from the Association of Racing Drivers Schools in the UK.

Benson Tan, Chairman of the organizer Imperial Motorsport, said, “The British Motorsport Festival provides a platform for British brands to create safe and authentic race experiences for owners of their cars in China.”

Mr. Li Chunsan, Secretary General of Beijing Motor Sport Association (BMSA) – a supporter of the BMF commented, “China is emerging as a domestic and international competitor in motorsport at all levels, from drivers through to race teams. The British Motor Sport Festival is a dynamic platform for people in each aspect of the industry to learn, to compete and to further develop the motor sport culture in China.”

As the largest car market in the world, interest in motor sport has flourished in recent years in China. A growing number of professional, semi professional and amateur racers compete on 6 registered permanent circuits, 6 street circuits and the US$350m.

Formula 1 track in Shanghai. Some 40-50 million Chinese watch F1 broadcasts. A large number of rallies are held each year for off – road vehicles, and a growing list of Classic Car events are taking place, all of which led to the introduction of the British Motor Sport Festival.

The 5-day BMF aims to bring the best of British experience and cars to the track. This will include homologation by Patrick Blakeney, Chairman of the Association of Racing Driver Schools (ARDS) and prizes awarded by Dr Mark Wareing, Minister-Counsellor and Director of the Advanced Manufacturing section of the British Embassy commercial section, the UKTI.

The BMF platform includes the Imperial Motorsport Academy Class, Mini Challenge. Lotus on Track Elise Challenge, Inauguration & Parade, McLaren hot laps and an English Tea Party.

The development of motor sport in China represents a great opportunity for British and Chinese associations, owners and racers to trade, learn best practice and to race at an international level. According to the UK Motorsport Industry Association, approximately 4,500 companies are involved in the UK Motorsport and High Performance Engineering 87% of which export their services. The combined value of the industry is some GBP9 billions.

Dr Mark Wareing said, “Motorsport represents a large social and commercial opportunity for China and for Britain to extend the deep ties which we already enjoy. The British Motor Sport Festival creates a much needed platform to drive these relationships at greater speed.”

The British and Chinese communities are fully supporting the event, with endorsement from the UKTI, China Britain Business Council and Confederation of British Industry and from the Beijing Motor Sport Association. Other partners include Swire Properties hotel EAST, Skye Media and Eggplant Digital.

“The BMF in China is a fantastic initiative that will benefit the interests of our members, the UK and the community at large. The UK is a global lead in the motor sports field. What better way to showcase this than the festival that will boost Sino-British trade and engagement,” commented Stephen Philips, Chief Executive of the CBBC.

Founder and Chairman of EASTWEST Public Relations, Jim James, is a co-Founder of the BMF.

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