Hako Machines Ltd, one of the UK’s leading manufacturers and service providers of superior cleaning technology, is delighted to announce a new and exciting partnership with Árón Taylor-Smith for the 2023 British Touring Car Championship (BTCC).
Taylor-Smith commented: “I was fortunate enough to welcome some of the Hako team along to the final race of the 2022 season and everything instantly clicked. The Hako name is at the forefront of cleaning technology, and we already have some really unique ways to activate this within the BTCC. I have to say that there are obviously enormous commercial benefits of a BTCC partnership but more important to me are the relationship that are formed off the back of these and I can already tell that Hako will be a perfect fit within my BTCC program.”
Founded in 1979, HAKO has gone from strength to strength within the cleaning industry providing services to a wide range of sectors including retail, industrial, commercial, logistics, and municipal by offering an end to end solution with the most comprehensive range of industrial sweepers and scrubber driers. The partnership coincides with the existing Briggs Equipment BTCC program run by Taylor-Smith as his 2023 partner network aims to offer more B2B connections with Hako being a welcomed addition.
Taylor-Smith added: “The days where a sticker on a car was the core of a ‘sponsorship’ program are long gone. Instead, it is about creating and maintaining meaningful business relationships within my partner network. The cross over marketing that exists is what builds true value and Hako is a perfect example of this. Its current relationship with Briggs Equipment is what separates this program from a generic ‘sponsorship program’ and I’m excited to see this come to life throughout the 2023 season.”
A multiple race winner in the BTCC, Taylor-Smith returned to the championship in 2021 at the wheel of the all new Cupra, designed and built by Kent based team, Team HARD Racing. He has accumulated 20 podiums during his successful career in the BTCC and to this day remains the only Irishman to win a race in the championship in over 30 years. The 33-year-old debuted in the series in 2012 and won a race in his first season, immediately marking him as one to watch for the future. After a sabbatical to focus on a GT program throughout Europe, 2021 saw Taylor-Smith return to the BTCC for his seventh season to develop a brand new car and he continued to build on this in 2022.
Hako Sales Director Craig Metcalf said: “This is a new world for us and I’m not sure if it would have been possible if it wasn’t for Árón’s personal touch. The company ethos within Hako is focused on delivering an excellent product but with an emphasis on how we look after our customers. That is exactly what Árón stands for and the synergy is unrivalled to any other marketing program that we could explore. This BTCC program is completely bespoke to us and I look forward to seeing it come to life throughout the 2023 season while we are trackside supporting Árón.”
The Hako brand will be visible on Taylor-Smith’s helmet, all races are live on ITV with millions of viewers set to tune in once again over the course of the 2023 season with the first race at Donington on April 23rd.
Be sure to keep an eye on both the HAKO and Taylor-Smith’s social media channels over the next few weeks to be kept up to date on all things BTCC related ahead of the first race weekend.
Follow Árón Taylor-Smith and his BTCC campaign here https://arontaylorsmith.com