The broadcaster issued a release stating that Honda had extended its existing relationship as the sponsor of the live coverage. This represents the the sixth season partnership between the two parties. Toyota is the presenting sponsor of Race Day along with associate sponsors Panasonic, Exxon Mobil and Philips. ESS' show Chequered Flag is jointly co-presented by Mobil and Mercedes and associate sponsor UPS.

ESS ad sales and multimedia senior VP Greg Hayes added, "For the 2004 season we have taken significant steps to enhance the live coverage of the race through strengthening our auxiliary shows Race Day and Chequered Flag. Our aim is to not only add greater enjoyment and insight knowledge for the audience, but also provide our advertising partners with the opportunity to become more closely associated with Formula One".

The 2004 Formula One season is broadcast live on Star Sports throughout Asia and claims to be reaching over 56 million households. It is estimated that each championship round of the Formula One is watched by a global audience of 350 million people, making it the second most popular television sport behind soccer.