Airwaves chewing gum has renewed its title sponsorship with the Dunlop MSA British Touring Car Championship for the third year running. The high performance deal will place two cars on the grid under the ‘Airwaves Racing Team’ banner.

The brand is also on TV until 20 April with its current ad, and is set to reveal a new ad in July.  

Marketing director UK & ROI Pamela Bower-Nye said: “With thousands of motorsport fans set to watch the driving battle trackside and millions more watching on TV, the fully branded cars and additional TV exposure through the ad will ensure that Airwaves is in poll position. We expect the brand’s increased profile to help drive sales in-store and would encourage retailers to stock up to capitalise on these opportunities over the upcoming months.”

Airwaves’ convenient 46 Pellet Bottle pack size taps into consumers looking for a quick and easy way to keep their teeth clean and healthy after eating at work or on the road. After a year on the market, over 5 million packs have been sold.

The eagerly anticipated racing season kicked off on 31 March at Brands Hatch and comes to a climax in October 2014.