The latest in the world renowned series of DiRT rally games developed by Codemasters, Dirt4, features an iconic Peugeot 205 GTI that raced in real life during the 1991 World Rally Championship and was sponsored by Elonex.
Out today, DiRT4 takes off-road race gaming to new levels, and the Elonex sponsored 1991 Peugeot 205 GTI, which was driven by Richard Burns who later became world champion, provides game players with the chance to compete in historic rally challenges against other classic rally cars.
The DiRT series, which emanates from the original Colin McRae Rally console game, has so far sold more than 7 million copies worldwide, and Elonex has been in close conversation with Codemasters during the development of DiRT4.
Ensuring the 1991 Peugeot 205 GTI was replicated in its entirety and displayed the Elonex livery to deliver ultimate authenticity was crucial through the development, and Elonex was proud to help facilitate this and to work with the award winning Codemasters.
In addition to the Elonex sponsored 1991 Peugeot 205 GTI appearing in the game, Elonex is also an official partner of DiRT4.
This partnership sees an Elonex Rally Championship feature in DiRT4, where Elonex signage can be seen throughout each virtual race stage gamers take part in, and also Elonex Motorsport included as a Career Team Sponsor, where Elonex is the defining sponsor for a virtual team that a player races for whilst playing the game’s Career mode.
Commenting on the partnership with Codemasters on DiRT4, Nick Smith, CEO at Elonex, said:
“With motorsport being close to our hearts through various sponsorships over the years, and the Elonex sponsored 1991 Peugeot 205 GTI living long in the memories of WRC fans, we were extremely keen to support Codemasters during the development of DiRT4.
“The game is absolutely tremendous, and as well as bringing that classic Peugeot 205 GTI back to life, the idea of millions of gamers across the world competing in a virtual Elonex Rally Championship and driving for a fictional Elonex Motorsport team is very exciting indeed.”
Details of this involvement with DiRT4 further strengthens the long and successful association Elonex has enjoyed with big time sport.
Over the years Elonex has engaged with the world of professional sport to elevate its own brand awareness, and has entered into many sponsorship and partnership agreements. The Elonex logo has proudly appeared on club shirts such as Wimbledon Football Club, Warwickshire County Cricket Club and Worcester Warriors Rugby Club. The firm has sponsored Rugby League’s Super League and Challenge Cup, is officially partnered with many of today’s most successful football, rugby and cricket teams and will, of course, always be remembered for its high profile links with motorsport, including the Richard Burns Peugeot 205 GTI.
Whilst using sport to help build its own brand, Elonex has also enabled businesses of all sizes to reach big sporting audiences through major stadium advertising and sponsorship platforms. Through its official partnerships, Elonex has been responsible for delivering the very latest in stadium visual technology across all sports, including pitch side spectator screens, pitch side LED perimeters and concourse digital displays, all of which enhance match day experiences and present engaging advertising opportunities for all businesses. Find out more