Supercheap Auto joins TCR Australia as naming rights sponsor

Australian automotive parts supplier Supercheap Auto has signed on as the title sponsor to the TCR Australia Racing Series as of the 2021 season, inking a five-year deal with the category after it was snubbed by Supercars this year.

Having been a long-time supporter of motorsport from the early days of V8 Supercars and the Australian Super Touring Championship, Supercheap Auto was the title sponsor of the Bathurst 1000 from 2005 until last year when Supercars announced it would be run under the sponsorship of rival parts company Repco from 2021.

The Australian-owned company has doubled down with its investment in Australian Racing Group categories, not only being the backer of the now-named Supercheap Auto TCR Australia Series but also the S5000 open-wheel category which takes place side-by-side with TCR Australia.

Managing director of Supercheap Auto Benjamin Ward says his company is keen to start a relationship with the Australian arm of TCR competition, citing market relevance as a common factor between the two organisation’s paths.

“As an Australian owned retailer, we are proud to continue investing in Australian motorsport. The TCR series with its diverse range of turbocharged touring cars deliver fantastic racing and with the broadcast of every race now on free to air television – this is accessible to all Aussie motorsport fans,” said Ward.

“Supercheap Auto is well known as the longest naming rights sponsor of the Bathurst 1000, and for us – our new partnership with TCR gives us the opportunity to bring high quality motorsports to more Australians – more often. With our support of the TCR category – this offers fantastic market relevant racing in Australia.”

ARG CEO Matt Braid welcomes the partnership with open arms and says it is an endorsement on the success of TCR Australia to gain the trust of such an iconic sponsor.

“ARG is proud to welcome Supercheap Auto to the TCR Australia Series as our long-term naming rights partner,” said Braid.

“It is a strong endorsement of the TCR Australia product and our growth plans for the category that Supercheap Auto has identified TCR as a strategic platform to align its iconic brand and engage Australians who love their cars and motorsport.

“For more than two decades, Supercheap Auto has supported motorsport in Australia with unwavering passion and best-in-class activation. It is an honour to know that commitment will now extend to the Supercheap Auto TCR Australia Series, for at least the next five years.