• by Karl Greenberg , June 9, 2014

Jaguar has signed a year-long partnership to be category-exclusive sponsor of the British Academy of Film and Television Arts Los Angeles (BAFTA), where it will be presenting sponsor. The sports car maker will back programs this year and next as part of the deal, including serving as title sponsor of the BAFTA LA Jaguar Britannia Awards this week, for the second year in a row.

Jaguar says it will provide a fleet of cars for rides to and from various venues in L.A. around the BAFTA  events. The events include the 2014 TV Tea Party Presented by Jaguar. The kickoff was Sunday night's 2014 BAFTA L.A. Garden Party at the residence of the British Consul, where Jaguar showed off the F-Type Coupe. For all of the events the company will have products on display. 

Across the pond, per a release, the Jaguar Land Rover is sponsoring the International Festival for Business in Liverpool in June and July. The automaker says its top-tier participation evinces its plan to expand into new markets worldwide. The company also has a production facility in the Liverpool regional footprint at Halewood where it builds the Land Rover Freelander 2 and Evoque, both of which it will show off at the 250 or so events over the course of the 50-day festival. The automaker says it will be hosting conferences, networking programs and other gatherings that are focused on promoting British business. 

Jaguar posted 2013 global sales of 425,006 -- a 19% improvement over 2012 -- with Europe, North America and China, accounting for 60% of export sales. In the U.S. last month Jaguar Land Rover saw its best sales volume since 2008 with Land Rover doing its best May sales ever, delivering over 4,500 units. Jaguar sales, however, were down 9% from 1,435 units last year, although the company said so far this year sales are up 14% for the brand.