FairFX, the multi-currency payments specialist, has agreed a deal with Sky Media, the advertising arm of Sky, to be a sponsor of Sky Sports F1 for the 2017 season; having previously sponsored the channel in 2015. The campaign commences with the first practice session at the Australian Grand Prix™ on March 24, and runs until the conclusion of the season at the Abu Dhabi Grand Prix™ on November 26. Sky Sports F1 is the only place where viewers can watch all 20 races live in HD.

FairFX’s sponsorship campaign will feature its market leading currency products, Currency Cards, Corporate Cards and International Payments, and will help raise further awareness of its offering and brand. FairFX took the decision to return as a sponsor following an extensive analysis of the performance of the previous sponsorship in 2015, which clearly demonstrated the benefits in terms of brand awareness as well as cost effective-customer acquisition. Ian Strafford-Taylor, CEO of FairFX, said, “It is fantastic for FairFX to be returning to Sky Sports F1, positioning the brand in the same premium environment as DHL and previous sponsors such as Rolex, Shell and Santander.

“Given the positive impact of our previous experience and natural synergy with travel and currency, it was a logical strategic decision to seize the opportunity to team up again with Sky Sports F1 for 2017.”

Rachel Bristow, Sky Media’s Director of Partnerships, added, “We are delighted that FairFX has returned as a sponsor of Sky Sports F1. FairFX has experienced TV’s proven power to build brands and businesses and we look forward to working with them to make the partnership work even harder both on and off screen.”