The Reebok title sponsorship is the latest addition to a growing business.
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Branson told BBC Sport that Virgin had signed a three-year title sponsorship deal that did not involve any equity in the team.
Other owners certainly utilize F1 success to promote non-racing business interests, but most still rely on major title sponsorship deals to fund their annual race budgets.
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That represents the first of several key deadlines: The tournament's broadcast contracts expire in 2014 and Heineken's title sponsorship of the competition must be renewed by 2013.
"The title sponsorship costs for a Sprint Cup series race vary greatly from track to track, with variables ranging from market size to attendance, TV ratings and inventory included in the sponsorship package, " Mike Zizzo, spokesman for Texas Motor Speedway, said in an e-mail.
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Jordan are seeking sponsorship after their title backer Deutsche Post decided to quit the sport.
The Tournament of Roses ability to negotiate sponsorship agreements without giving away title rights suggests that the game is in fact, the granddaddy of them all.
The club, who have just claimed their 20th league title, reported a 52.2% increase in sponsorship revenue having announced new deals with two financial services providers in Denmark and Vietnam as well as an agreement with a Japanese social gaming company.
The driver line-up is not yet known, but Austrian Christian Klien, who got the Jaguar seat last season due to his Red Bull sponsorship, and Italian youngster Vitantonio Liuzzi, who Red Bull backed to the Formula 3000 title this season, are among the candidates.
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