Honda (UK) announces that Pioneer, the global audio/video and electronics firm, will be the main sponsor behind Honda Racing Team’s assault on the 2011 Dunlop MSA British Touring Car Championship (BTCC).

Sarah Mayo, Partnerships Manager, Honda (UK), said eagle-eyed BTCC fans would have spotted Pioneer branding on the Honda Racing Team’s two Honda Civics throughout the second half of the 2010 season.

She added: “Today’s announcement takes Honda (UK)’s existing partnership with Pioneer to a new level. We are delighted to have its support in what promises to be a thrilling season of action. Our target is a clean sweep of all three BTCC trophies – Driver, Team and Manufacturer.”

Paul Carpenter, Managing Director, Pioneer GB Ltd, said Pioneer was proud to be supporting the Honda Racing Team again this year. “Honda is renowned for its innovation and technical expertise, as well as products of a very high calibre. With similar brand values, this is something Pioneer is delighted to be aligned with.”

Paul concluded: “We wish the team great success for the forthcoming season and look forward to continuing our excellent relationship with Honda.”

A strong bond between the two companies already exists in Japan, where Honda Motor Co Ltd is a major client of Pioneer for the supply of equipment for production vehicles.

Honda Racing Team’s attack on the 2011 championship will once again be spearheaded by a winning partnership of drivers – twice former titleholder Matt Neal and Scotsman Gordon ‘Flash’ Shedden.

Both were in contention for the 2010 Driver’s title heading into the final round of 2010, and eventually finished second and third respectively. Each gained five wins and a total of 22 podiums, securing the Team and Manufacturer trophies for Honda.

As in 2010, Matt and Flash will be behind the wheel of a Honda Racing Team Civic – complete with Pioneer branding – but this year it will be a very different car. Revised regulations mean it will be a more powerful vehicle, driven by a newly developed turbo-charged four-cylinder petrol engine.

A full ‘works’ entry, it continues the successful partnership with the West Midlands-based race outfit Team Dynamics.