Whirlpool Takes To The Track With Airwaves Racing

The world’s leading manufacturer and marketer of major home appliances, Whirlpool, will be heading to ‘The Home of British Motorsport’ Silverstone circuit this coming weekend (September 27/28) as it launches its new partnership with the Airwaves Racing team at the 2014 Dunlop MSA British Touring Car Championship (BTCC).

Whirlpool’s initiation into the BTCC comes as Airwaves Racing looks to capitalise on its 2014 successes as the season enters its final stages. Another strong weekend for the team at Rockingham earlier in the month left Mat Jackson in second place position in the Independent Drivers’ Standings with the 33-year-old being the only driver to have scored points in every race so far this season. The Airwaves Racing squad also remains the only team to have its 100 per cent reliability record intact with the #6 Ford Focus’ perfect accomplishment underlining the impressive consistency of the Motorbase-run squad.

Founded in 1911, Whirlpool has since grown into one of the world’s leading global manufacturers of major home appliances. Today the company has an exciting and genuinely innovative range of freestanding and built-in eco-friendly appliances.  These ‘green’, glamorous and smart appliances offer stunning contemporary designs that incorporate renowned 6TH SENSE® technology, assuring optimum efficiency using minimal resources.

6TH SENSE® technology is epitomised by the latest Infinite Care washing machine and tumble dryer.   Built to last, the new flagship heat pump tumble dryer achieves outstanding drying performance economically.

Refrigeration includes stylish freestanding models finished in stainless steel.  Select models boast new 6TH SENSE® Fresh Control technology, which preserves food freshness up to four times longer.

The new top of the range Whirlpool dishwasher uses as little as six-litres of water for thirteen place settings, while 6TH SENSE® technology automatically adjusts the programmes saving up to 50 per cent on energy, water and time.

A range of acclaimed microwaves complete the freestanding collection, including the Which? Best Buy awarded MAX Collection, and new Jet Cuisine combination microwave that can sauté, fry steam or crisp food to perfection.

The striking line-up of built-in appliances includes the brand’s innovative 6TH SENSE® induction hob, with sensors that monitor and adjust temperature to reach and maintain rapid boiling point. To complement, there is a range of ovens, hoods, dishwashers, refrigeration, laundry, coffee machine and warming drawer.

Commenting on the company’s new motorsport partnership, Darren Harrison, Managing Director UK and Ireland for Whirlpool said; “At Whirlpool, we are delighted to partner with one of the championship’s most popular and established teams. Showcasing enhancement and innovation within their field, the teams and drivers competing within the BTCC have developed a unique and enduring appeal. With such qualities playing an important role in our own product design, this is an exciting and appropriate opportunity for Whirlpool and all that we stand for.

“It is wonderful to get involved in the exciting brand values and passionate nationwide fan base of Airwaves Racing and Mat Jackson, and we wish them the very best of luck for the last two rounds of the season.”

David Bartrum, Airwaves Racing Team Principal added: “We’re delighted to welcome such a prestigious brand as Whirlpool on-board as new sponsors to the Airwaves Racing team. As part of a world leading company, Whirlpool aligns perfectly with our existing partners and we share the same passion and drive, always striving for the best result.

“We’re proud to be able to introduce Whirlpool to a wider audience within British motorsport and we look forward to a long and successful partnership.”

Live coverage of Sunday’s racing action will be shown on ITV4, itv.com and also in HD from 10.45am – 6pm; with itv.com featuring live streaming online of Saturday’s qualifying session between 3.45 and 4.15pm.


Image caption: Airwaves Racing Ford Focus STs to carry Whirlpool branding for final two rounds of the 2014 Dunlop MSA British Touring Car Championship.

About Whirlpool Europe, Middle East & Africa (EMEA):

With around 10,000 employees, a sales presence in over 30 countries in Europe, Middle East and Africa and manufacturing sites in six countries, Whirlpool EMEA is a wholly owned subsidiary of Whirlpool Corporation. The world’s leading manufacturer and marketer of major home appliances, Whirlpool Corporation had annual sales of $19 billion in 2013, 69,000 employees, and 59 manufacturing and technology research centres around the world. The company markets Whirlpool, Maytag, KitchenAid, Jenn-Air, Amana, Brastemp, Bauknecht and other major brand names to consumers in nearly every country around the world. Whirlpool’s European Operations Centre is located in Comerio (VA), Italy. For further information on the company, please visit the Web Site www.whirlpoolcorp.com

For further press information and images please contact:
Jacqueline at JM Marketing

Tel: 01536 414555

Email: Jacqueline@jmmarketingservices.co.uk

24th September 2014



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