Britain’s revamped bi-annual motor show, now being billed as the country’s biggest consumer show, has a new sponsor: The Sunday Times.
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The national newspaper has entered into a £1 million partnership with The Society of Motor Manufacturers and Traders Limited (SMMT) to become the first ever title sponsor of the event, which will now be called The Sunday Times Motor Show Live.
Paul Hayes, general manager of Times Newspapers, said: “As the leading visitor event in the motoring calendar, [the show] exhibits the world’s most exciting and innovative new designs and models. We see this as a natural partnership.”
SMMT president Tod Evans added: “The Sunday Times Motor Show Live is the new name for a new kind of event with new cars and new opportunities for visitors to drive at the show. The industry has decided that the days of visitors looking at static cars on stands have long gone and it’s time to roll back the carpet and show the world how it can be done.”
The show, last held in November 2002, takes place under the new format from 27 May to 6 June 2004 at the National Exhibition Centre in Birmingham and tickets are already on sale via a website, according to the SMMT.
