By Phil Huff
February 15 2006

The creator of both the Spice Girls and billion dollar TV show Pop Idol has signed a deal with Honda Racing F1 to turn around the teams image. Fuller's company, 19 Entertainment, has inked the deal with Honda that will see them promote both Honda Racing F1 and drivers Jenson Button and Rubens Barrichello. There are currently no details as to exactly how 19 are to carry out their new duties.

It is understood that Honda, in their push to portray a younger image for their company as a whole, have given 19 the task of reproducing a similar image that Red Bull Racing have created in Formula One.

Bernie Ecclestone has welcomed Fuller's arrival in the Formula One paddock, telling The Times that he is "delighted to see the Honda Racing team partnering 19 Entertainment. This is exactly the direction teams should be taking to broaden the entertainment and sporting appeal of Formula One to a global audience."

Honda Racing F1's team boss Nick Fry has also welcomed the move. "The competition now for an audience is not just within motor racing but comes from Desperate Housewives and Chelsea Football Club," Fry told The Times. "We want kids to grow up saying they want to be a racing driver when, at the moment, they want to be pop stars or footballers."

It's worth noting that, back in January 2003, Jacques Villeneuve likened Jenson Button to a boy-band member, commenting that Button "brings to the sport what the boy bands bring to music. He is young and cute which is not bad, I guess, for the girls." 19 Entertainment manages Will Young and Gareth Gates, as well as ex-Spice Girls Emma Bunton and Victoria Beckham.