Chello Arrows F1 Team

Amsterdam - chello broadband nv, (chello), one of the world's leading broadband internet companies, active in Europe, Latin America and Australia and recipient of the Best European Consumer ISP award, today enters the high-speed, high-profile world of Formula One motor racing, with the announcement of UPC's three-year sponsorship deal with the ARROWS F1 TEAM at chello's corporate offices in Amsterdam.

UPC will be using the sponsorship to promote its global broadband internet brand, chello, whose logo and colourways will feature on all ARROWS F1 TEAM livery as a main sponsor, including the suits of Jos Verstappen and Pedro de la Rosa, the Arrows drivers who both performed extremely well during recent tests in Barcelona. The new car and livery will be unveiled on the 9th March, the eve before official practice starts for the 2000 Qantas Australia Grand Prix in Albert Park in Melbourne on the 12th March.

Mark Schneider, chairman and CEO of UPC and chairman of chello broadband nv, commented: "UPC is the most dynamic and innovative broadband cable communications company in Europe and our sponsorship with the ARROWS F1 TEAM will help communicate our drive and excitement on a global basis. We chose our chello brand to be featured on the team livery and all associated material because of the obvious synergy between Formula One racing and high speed broadband internet. Both share strong central themes of excitement, speed and energy, while demonstrating what can be attained at the pinnacle of technological achievement. At the same time our involvement with the Arrows team presents multiple opportunities to enhance our programming and content portfolio, especially UPCtv with its special interest channels."

Roger Lynch, president and CEO of chello broadband nv, added: "The chello sponsored ARROWS F1 TEAM will deliver strong international visibility to the chello brand right from the start of this year's race season. Formula One racing has a global audience of hundreds of millions of people, so this means we will be reaching a huge proportion of our existing and potential customers with the chello brand in a way which is totally consistent with our product proposition. An added benefit at the start of the season is the fact that the Australian Grand Prix takes place on the 12th of March, 3 days after the media launch of our Australian service in Sydney on the 9th."

Arrows Chairman Tom Walkinshaw said: "The chello brand is a perfect fit as a main sponsor of the ARROWS F1 TEAM. Our new sponsor concentrates on delivering a high speed internet experience, with the content and excitement which only broadband can deliver. In a similar vein, the FIA Formula One World Championship dominates the world of sport in terms of speed, exhilaration and dedication to delivering the best possible performance. We are looking forward to a successful race season and welcome chello as one of our primary sponsors."