The broadcaster issued a release stating that Honda had extended
its existing relationship as the sponsor of the live coverage. This
represents the the sixth season partnership between the two parties.
Toyota is the presenting sponsor of Race Day along with associate
sponsors Panasonic, Exxon Mobil and Philips. ESS' show Chequered
Flag is jointly co-presented by Mobil and Mercedes and associate
ESS ad sales and multimedia senior VP Greg Hayes added, "For the
2004 season we have taken significant steps to enhance the live
coverage of the race through strengthening our auxiliary shows Race
Day and Chequered Flag. Our aim is to not only add greater
enjoyment and insight knowledge for the audience, but also provide
our advertising partners with the opportunity to become more closely
associated with Formula One".
The 2004 Formula One season is broadcast live on Star Sports throughout
Asia and claims to be reaching over 56 million households. It is
estimated that each championship round of the Formula One is watched
by a global audience of 350 million people, making it the second
most popular television sport behind soccer.