The deal will see ESPN Star Sports logo appear on the side winglets of Toyota's TF104 race car from the first race of the 2004 season in Melbourne, Australia next weekend.

ESS MD Rik Dovey was quoted in an official release saying, "We are pleased and honoured to become a part of the Toyota F1 Team for the coming season. ESPN Star Sports and Toyota already have a strong business partnership across sporting events and broadcasting, and now, the extension of this into Formula 1 racing further strengthens the relationship between our companies".