THE Jordan Formula One team sets off today for the first grand prix of the season, with a new title sponsor. "We've struck gold," enthused Eddie Jordan, referring to a deal that will see his cars carry the gold livery of the Benson and Hedges cigarette company.
Estimated to be worth about £15 million per year, the deal is unquestionably one of the most significant to have been secured by the Irish team since its entry into Formula One five years ago. It means that Jordan now has a level of funding that will allow him to compete on very favourable terms with the top teams in the sport.
"It's a major breakthrough for us to secure a new title," said the Dubliner last night. "Together with our partners Peugeot and Total, I am looking forward to a long and fruitful relationship. I see this as the final piece in the jigsaw to secure the future success and competitiveness of the team."
The driving partnership of Rubens Barrichello and Martin Brundle yesterday put the cars through a final practice session at Silverstone before departing for the Australian Grand Prix which opens the new season in Melbourne a week on Sunday. "We're now in our strongest ever position since our entry into Formula One," said Jordan.
The fact that Benson and Hedges should be testing the grand prix waters for the first time with Jordan, is a measure of his entrepreneurial skills. He was also the first to introduce leading companies such as Camel and Pepsi Cola to motor sport and has negotiated a deal with Disney Merchandising for this year.
His success reflects a general upsurge in the popularity of a sport which commanded a total of 1.586 million minutes on television last year, an increase of 39 per cent on 1994. The 17 grand prix races attracted a total of 45 billion viewers as opposed to the 32 billion who watched the 1994 Soccer World Cup.
In this context, there has been a decidedly mixed reaction within the sport to the decision of the FIA to sever its connections with the BBC at the end of this year. Starting in 1997, grand prix television coverage will come from ITV who are reported to have paid £60 million for a five year deal.
