Official Aston Martin Racing partner team, Jota Sport AMR, has made a key appointment to its commercial department with the arrival of highly experienced sports marketing exponent Brian Sims as Commercial Director.

Sims has enjoyed a 36-year career in international motorsport and is best known as the founder of the Motorsport Industry Association, the MIA, which was launched in April 1994 to formalise structure and develop the world-leading British motorsport industry. He was recently appointed one of only two Honorary Life Members of the prestigious organisation.

Sims also undertook the Commercial Director's role at Benetton F1 in the 1990s, where he was responsible for bringing brands such as FedEx and Gilette into the sport. Throughout his career, he has personally initiated and secured in excess of £60 million of commercial sponsorship and has even written a highly-acclaimed book on the subject: Sports Sponsorship....Getting Your Share.

A former professional racer, Sims competed successfully in South Africa as a factory driver for Mercedes Benz SA, before creating the country's first racing driver school, Speed International, at the Kyalami Grand Prix Circuit in 1987.

Sims has spent the last five years in South Africa, establishing and developing the South African Motorsport industry Association, SAMIA. In the process, his sponsorship acquisition skills played a major role securing major sponsorship from PetroSA, the state owned oil and petroleum corporation, as well as from Dell, SAMIA's Official IT Partner.

Simon Dolan, co-owner, Jota Sport AMR: "We're really pleased to have someone of Brian's experience and calibre come on board. We're a very driven organisation with serious ambitions for the future and Brian will help us make the most of the opportunities that we are starting to create. What with the race team, The Drivers Club, our aviation business, and all of the other activities going on within our group, there's a great deal of potential. There are exciting times ahead."

Brian Sims, Commercial Director, Jota Sport AMR: "When I had an initial discussion with Jota Sport AMR co-owner Simon Dolan, it was obvious that there was a serious desire to take Jota Sport AMR to a new level. The objective is not just to be a highly professional and successful motorsport operation, but a commercial entity that demonstrates a unique understanding of the need to deliver a return on investment for its partners, customers and sponsors."

-source: jota sport