“As one of the two leading motorsport events in this country, every year, the rally attracts an international media audience from across the world. TV, radio and print journalists descend upon Cardiff in order to report on an event that, traditionally, acts as the showdown of the World Rally Championship. And this year looks like being one of the closest finales the series has ever seen in a sport that can boast of so many titanic duels.

“On the international stage, the World Rally Championship is televised in 186 countries across the world and was seen by a cumulative audience in excess of 800 million people across the 2006 season, watching 8500 dedicated television programmes, an increase of 27% over 2005. And over 40 million people watched the action from Wales Rally GB, giving not only the event but the country a unique opportunity for publicity across the world.

“Form a live perspective, the event attracts visitors from across the world, who, between 2000 and 2005, contributed at around £35 million to the region in event receipts and spending alone, the majority of which comes from outside Wales.  And there is an even spread of the spending, with 60% of the expenditure occurring outside Cardiff and Swansea, meaning that areas such as Powys also benefit extremely significantly.

“However, Wales Rally GB is so much more than just a sporting spectacle. It is a networking hub, an unparalleled commercial opportunity for partners to gain brand awareness on a local, national and global scale. Indeed, the event brings real value to companies that wish to be associated with a technologically-cutting edge sport that is also so visually inspiring.

“Yet, the event would not be able to offer such a showcase for organisations without the support it receives from the Welsh Assembly Government. The Welsh government has been a steadfast partner for Wales Rally GB – and without their support, we would not have achieved the goals that we have done in partnership with them.

“For me, the most interesting aspect has been the way in which the public sector in Wales, including Cardiff, has embraced the opportunities presented by the rally and used them to generate economic and educational openings. This is obviously a different approach to that which would be taken by a private sector sponsor.

“However, in order to attract both international media and spectators from home and abroad, we need to continue to innovate and look for new ways to further improve our offer. And it is that spirit of evolution that has taken the rally onto the hallowed sporting stage that is the Millennium Stadium, brought the Wales Rally GB Art Car initiative to schools across the country – and this year sees us taking the rally to Swansea city centre, while celebrating the 75th anniversary of the first ever running of this iconic event, which for many years was known as the RAC Rally of Great Britain.

“This year, we will be utilising the sensational SA1 Swansea Waterfront development at Swansea Bay to play host to the rally’s service park. Previously held out of town, the decision to move to the waterfront site of Swansea will make the event more immediately accessible for spectators – and the urban catchment area of South Wales. Walking through the streets of Swansea, spectators will not fail to be drawn in by the buzz of the WRC circus and will be able to get up close to the action. We’re taking the rally into two city centres – and very few events in this country, or anywhere else in the world, can make that sort of boast.

“In order to celebrate the event’s 75th anniversary, we are in the process of assembling a large collection of winning cars from each of the decades since the 1930’s and their current owners have been invited to take part in a series of events, including the spectacular start ceremony for this year’s rally in Cardiff and a parade through the Millennium Stadium as part of the Saturday evening’s entertainment.

"Britain’s most exciting motorsport event was established in 1932, based in Torquay, when a Lanchester 15/18 driven by Colonel A H Loughborough was unofficially crowned the first winner. Fifty years ago, the rally was cancelled due to petrol rationing, while 1982’s gold anniversary saw Hannu Mikkola bring home his Audi Quattro in first place, the Finn’s fourth win on the event – a record only equalled by Norway’s Petter Solberg, in 2005. It is a tremendous honour to be organising the 75th birthday of the rally. Innovation is vital but we must never forget the history and legacy of the event. Indeed, we have a duty to embrace and honour that heritage.

“It’s all about trying to make the event accessible. We want to do everything we can to encourage people to come and enjoy one of the pinnacles of world motorsport. Wales Rally GB is committed to keeping sport accessible to everyone and we have worked hard to keep all our ticket prices low, with no increases on 2006 prices wherever possible. Keen spectators that don’t want to miss a day of the rally can purchase a World Rally Pass for £90 – a snip if you consider that watching many other live motorsport events can cost many times this amount per person. We are lucky enough to have world-leading sporting events here in the UK and we are keen for people to be able to enjoy them, not from their armchair but from a seat in the stands, where the tension and excitement can be experienced by the whole family.

“It’s about creating the right mix. We must preserve the spirit of the event but it is only correct that we continue to push forward and innovate. It is only in this manner that we can meet the needs and desires of Wales, as both venue and sponsor to one of the most spectacular sporting events on the UK calendar.”

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