WRC Promoter has finalised a multi-year agreement with global chemical giant Asahi Kasei to become the next official partner of the FIA World Rally Championship. 

The agreement with the Japanese-based group will begin at next month’s ADAC Rallye Deutschland (16 – 19 August) and marks the company’s first involvement in motorsport sponsorship. 

Asahi Kasei’s core business sectors include chemicals, textiles, electronics, home construction, health care and pharmaceuticals.

Last year the company completed a jointly developed AKXY electric concept car, based on the design of a sport utility vehicle (SUV). It features the company’s own automotive materials, devices and systems.

They include engineering plastics to replace metals and enable weight reduction, microfibre suede for seats to enhance comfort and an in-car communication system using speech-processing technology.

As a WRC premium partner, Asahi Kasei will benefit from prominent TV-relevant branding during all championship rounds, as well as integration into all the series’ innovative digital offers.

A permanent presence in the WRC service park will foster a fast integration into the automotive industry as well as direct contact with fans around the globe.

WRC Promoter managing director Oliver Ciesla said: “I welcome Asahi Kasei to the WRC family to join the championship’s growing portfolio of high-level partners – a further indication of the WRC’s increasing relevance also across Asia.

“Asahi Kasei Group is highly focused on innovation and working for a better future, with technologies contributing to a clean environment, and the WRC provides a perfect platform to grow both the automotive side of its business and its global awareness and popularity.”