AXN's new partners Hilton, Axiata for fourth season of The Amazing Race Asia

TARA season four is sponsored by Sony Electronics Asia-Pacific, Caltex, Axiata Group and official hotel partner Hilton Hotels & Resorts.

Axiata, an Asian telecommunication company focused on emerging markets, and Hilton Hotels have come on board for the first time this season.

Hilton is the first international hotel brand to partner with the show. More than 13 of its hotels and resorts in the Asia-Pacific region will be featured throughout the season. Viewers will also be able to join in the race with a first-of-its-kind viewers contest through the location-based social networking website Foursquare, co-sponsored by Hilton Hotels and Resorts.

“Our innovative approach to engaging customers through entertainment partnerships is demonstrated in our co-sponsorship of the ‘Check-in and win’ foursquare contest, which is a first for Hilton and TARA,” said Andrew Flack, vice-president of global brand marketing at Hilton Hotels and Resorts brand.

“Axiata Group is proud to be associated with TARA. The teams, who go beyond limits to achieve excellence is a good reflection of what Axiata is about - constantly raising the bar to bring out the best in our people to achieve excellence for our customers across Asia,” said Grace Chan, assistant vice-president of brand and communications at Axiata Group Berhad.

Caltex, meanwhile, has enjoyed the ride in all 4 seasons so far,according to Caltex brand manager Brian Fisher. "77 million people around Asia watch an exciting show which showcase our products and services in a relevant and appealing manner. The values of the show align with our core business which is about helping Asians drive around (although the contestants do it in a more dramatic manner)."

Added Jack Lim, vice-president of advertising sales and marketing at SPE Networks for Asia, “Standard Chartered is reviewing their strategy moving forward but we are still in conversation with them to explore some other new ideas.”

Teammates on TARA season four range from as young as 21 to 53, with participants stemming from all walks of life. From actor, tattooist, musician, lecturer, athlete to social worker and originating from nations all across Asia, this marks one of the most diverse group of racers in the competition yet. The ten teams will race around the region to win the US$100,000 prize.