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==Sponsorship==
Between 1997 and 2001, ITV's coverage was sponsored by [[Texaco]] who outbid [[Royal Automobile Club|RAC]] in December 1996.<ref>{{citeweb|last=Beale|first=Claire|title=Texaco to pay pounds 12m for F1 motor racing sponsorship on ITV|url=http://www.prweek.com/uk/news/19881/NEWS-Texaco-pay-pounds-12m-F1-motor-racing-sponsorship-ITV/?DCMP=ILC-SEARCH|publisher=PR Week|date=1996-12-06}}</ref> For the first year, 5he sponsorship promotion was created by Steve Pickard and directed by David Harris who were both from IMP. Texaco placed £12 million pounds in the first three years of their contract with ITV. The credits were directed by Darryl Goodrich and Nicolas Unsworth who was the producer.<ref>{{citeweb|last=Green|first=Harriet|title=ITV pulls out all the stops for F1 revamp with Texaco's pounds 12m|url=http://www.campaignlive.co.uk/news/20062/ITV-pulls-stops-F1-revamp-Texaco-rsquos-pounds-12m/|publisher=Campaign|date=1997-03-07}}</ref>
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 with the aim 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> The idents for Honda's sponsorship were produce by Honda's creative agency Wieden and Kennedy which built upon the car manufacturers indisputable passion for motor racing.<ref>{{citeweb|title=Honda moves up a gear|url=http://www.utalkmarketing.com/Pages/Article.aspx?ArticleID=1435&Title=Honda_moves_up_a_gear|publisher=U Talk Marketing|date=2007-03-15}}</ref>
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===Competition===
In 2009, Ofcom ruled that ITV's handling of the competition for their last race broadcast had broken competition rules when 139,000 viewers rang a premium phone line charging £1 for a chance of winning the prize. The competition organiser Eckoh was not overseen by the broadcaster. In July 2009, ITV awarded the winner of the competition the prize that was not awarded because the winner's name was not published at the required time.<ref>{{citeweb|last=Allen|first=David|title=ITV F1 competitions broke the rules|url=http://www.techwatch.co.uk/2009/12/23/itv-f1-competitions-broke-the-rules/|publisher=Tech Watch|date=2009-12-23}}</ref>
==Legacy==
ITV's F1 coverage helped to pave the way on how Motor Sport would be broadcast in the modern era. Many of the features such as Martin Brundle's gridwalk and the pre and post-race analysis were all transfered when the coverage returned to the BBC.<ref>{{citeweb|title=TV classics - ITV F1|url=http://happydude88.blogspot.co.uk/2011/06/tv-classics-itv-f1.html|publisher=blogspot.co.uk|date=2011-06-28}}</ref>
==References==
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