Alden, himself a successful businessman, formed the four-car squad for 2018’s Clio Cup with one of its drivers, Michael Epps, emerging as a top name.
“I think when you compare our team in the final event at Brands Hatch in September to when we started at Brands Hatch in April it was a huge transformation,” said Alden who was also among the team’s driver line-up.
“The championship is highly competitive but we learnt quickly, got ourselves organised, gained a few podium results and even challenged for a win at the final two events.
“I think that to achieve what we did in our first year is something to be proud of and I’m looking forward to seeing what we can do in 2019 now we have a full season under our belt. Again, four cars are a possibility – but let’s see how talks pan out…”
Alden, though, was very impressed by the Clio Cup’s ability to reward sponsor investment through the extensive levels of exposure it achieves for teams and drivers. Each race takes place at the British Touring Car Championship’s high profile events which draw average trackside crowds of over 38,500 people and are broadcast live on national free-to-air TV on the ITV4/ITV4 HD channels as well as to mobile devices on ITV.com.
He continued: “The numbers add up and we found it possible to attract sponsors to support us in the Clio Cup. A number of automotive brands have clearly benefited but there’s also a market to find sponsors who wouldn’t normally go motor racing – non-automotive brands who really want to get their name out there.
“There is a genuine B2B element and that made the Clio Cup stand out for us over other one make categories; it has the media attention, the TV, the corporate element and of course, a professional and high profile backdrop with BTCC.
“Customers can come along on the Sunday and watch the Clio races as well as three BTCC rounds. From our experience, the guests have a great time for far less cost than that of a corporate box at a big football or rugby match.”