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==Sponsorship==
Between 1997 and 2001, ITV's coverage was sponsored by [[Texaco]]. In September 2001, [[Toyota]] signed a four-year deal worth £25 million seeing off competition from [[Foster's Lager]] which previously sponsored the ITV-F1 website.<ref>{{citeweb|last=Whitehead|first=Jennifer|title=Toyota agrees £80 ITV sponsorship deal|url=http://www.marketingmagazine.co.uk/news/14484/Toyota-agrees--80m-ITV-sponsorship-deal/|publisher=Marketing Magazine|date=2001-09-10}}</ref><ref>{{citeweb|last=Billings|first=Clare|title=Toyota pays £25m for sponsorhip of ITV Formula 1 racing|url=http://www.mediaweek.co.uk/news/137680/Toyota-pays--25m-sponsorship-ITV-Formula-1-racing/|publisher=MediaWeek|date=2002-02-20}}</ref> The car manufacturer pulled out at the end of 2003 to focus on brand advertising.<ref>{{citeweb|last=Kleinman|first=Mark|title=Toyotal pulls out of £25m ITV tie two years early|url=http://www.brandrepublic.com/news/193836/Toyota-pulls--25m-ITV-tie-two-years-early/|publisher=BrandRepublic|date=2003-10-30}}</ref> [[The Daily Telegraph]] signed a one-year £4.5 million deal to take over the sponsorship in 2004.<ref>{{citeweb|last=Garside|first=Kevin|title=Telegraph drive into Formula One|url=http://www.telegraph.co.uk/sport/2373661/Telegraph-drive-into-Formula-One.html|publisher=The Telegraph|date=2004-02-24}}</ref> In 2005, LG took over the sponsorship with a £3.5 million contract for a year. Their sponsorship inculded the promotion of the LG Mobile brand among the aim for younger viewers to watch the programming.<ref>{{citeweb|title=LG to sponsor F1|url=http://www.mobiletoday.co.uk/News/3501/____________LG_to_sponsor_F1.aspx|publisher=Mobile Today|date=2005-02-23}}</ref> For a period in 2006, Swiftcover.com sponsored the coverage from that year's San Marino Grand Prix. The screening of their sponsorship included Formula One drivers who were frustrated whilst speaking over the team radio to chickens in the pit lane.<ref>{{citeweb|title=Swiftcover.com backs F1 on ITV|url=http://www.mediaweek.co.uk/news/551641/Swiftcovercom-backs-F1-ITV/|publisher=MediaWeek|date=2006-04-05}}</ref> For 2007, [[Honda]] took over as the main sponsor which also inculded Honda's logo being placed onto the ITV-F1 website and aimed to attract younger viewers.<ref>{{citeweb|last=Huff|first=Phil|title=Honda to sponsor ITV's F1 coverage|url=http://www.f1network.net/main/s169/st113174.htm|publisher=f1network.net|date=2007-03-13}}</ref>
==Awards==
ITV were awarded three consective [[BAFTA]] awards for the [[2006 Hungarian Grand Prix]], [[2007 Canadian Grand Prix]] and the [[2008 Brazilian Grand Prix]].<ref>{{citeweb|last=Allen|first=James|title=ITV F1 wins 3rd straight BAFTA for Brazil coverage!|url=http://www.jamesallenonf1.com/2009/04/itv-f1-wins-3rd-straight-bafta-for-brazil-coverage/|publisher=James Allen on F1|date=2009-04-26}}</ref>
==Critism==
===Showing of advertisments===
A major critism of ITV's coverage was they were permitted to show advertisments during the coverage which promoted a huge number of complaints from fans. This was the case at the [[2005 San Marino Grand Prix]] when the broadcaster cut to a commerical break during the closing moments of the race which garnered 126 complaints from viewers. [[Ofcom]] ruled that ITV breached section 6.7 of the Rules on the Amount and Scheduling of Advertising.<ref>{{citeweb|last=Welsh|first=James|title=126 viewers complain over ITV F1 ad break|url=http://www.digitalspy.co.uk/media/news/a22709/126-viewers-complain-over-itv-f1-ad-break.html|publisher=Digital Spy|date=2005-07-18}}</ref>
===Coverage===
Many fans of the sport critised the coverage of the [[2007 Canadian Grand Prix]] when the programme had ended just after the race conculded. ITV made arrangements for the next race that if coverage overran, the show would continued to be shown on [[ITV 4]].<ref>{{citeweb|last=Collantine|first=Keith|title=ITV defends Canada F1 coverage|url=http://www.f1fanatic.co.uk/2007/06/15/itv-defends-canada-f1-coverage/|publisher=f1fanatic|date=2007-06-15}}</ref>
==References==
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