The NASCAR Automotive Group, based in Charlotte, N.C., has committed to a multi-year agreement to sponsor the NASCAR Hall of Fame on behalf of its exclusive NASCAR Performance automotive partners.
Through this sponsorship agreement, NASCAR Performance will integrate its family of automotive brands into an interactive exhibit area in the Race Week section of the NASCAR Hall of Fame. The NASCAR Performance Race Shop is designed to give visitors an overview of a modern day race team shop and a behind-the-scenes look at what it takes for teams and their automotive engineers and technicians to prepare a car for the upcoming race weekend.
"This sponsorship provides extraordinary value back to our NASCAR Performance partners and adds to the fan experience by putting their brands in front of millions of NASCAR fans in an authentic way while also allowing them to promote around this exciting once-in-a-lifetime facility," said Odis Lloyd, managing director, NASCAR Automotive Group. "We are proud to support one of the most exciting additions to our sport in decades - the NASCAR Hall of Fame."
NASCAR Performance partners will receive branding within the NASCAR Performance Race Shop and have access to additional NASCAR Hall of Fame marketing and media assets. In addition, a full-scale NASCAR Sprint Cup Series car will be on display in the area with authentic Contingency Sponsor decals on the front quarter panel, almost all of which are exclusive automotive partners of NASCAR.
"As a licensed attraction of NASCAR, we appreciate the support of the NASCAR Performance Group and the many brands that teams rely on for on-track performance," said Winston Kelley, executive director, NASCAR Hall of Fame. "It was a natural fit for these automotive companies to be featured in Race Week, an interactive area of the facility that takes people through a week in the life of today's race industry."
NASCAR Performance partners are among the leading brands in the automotive industry and relied upon by NASCAR teams throughout the season. These partners include: 3M; Autolite; BWD/Standard; Canadian Tire; Comp Cams; Edelbrock; Exide; Goodyear Gatorback; Goodyear Gemini; K&N Filters; Lincoln Electric; Mahle; Mechanix Wear; Midtronics; Mobil 1; Moog; New Pig Wipes; NASCAR Technical Institute; O'Reilly Auto Parts; Raybestos; Safelite Auto Glass; Safety-Kleen; Schumacher; TRI; Velocity, Wheel Pros; Whelen Engineering; and WIX.
The NASCAR Hall of Fame broke ground in Charlotte, N.C. on Jan. 25, 2007 and will open May 11, 2010. The 150,000-square-foot entertainment attraction honors the history and heritage of NASCAR.
The Inaugural Class of 2010, which includes Dale Earnhardt, Bill France Jr., Bill France Sr., Junior Johnson and Richard Petty, will be officially inducted in a ceremony at the NASCAR Hall of Fame on May 23, 2010.
NASCAR is one of the few professional sports leagues that have created an automotive-specific marketing program for its family of automotive sponsors. The platform, branded as NASCAR Performance, includes exclusive marketing rights, the ability to co-brand products and product packaging as well as a long list of integrated marketing and media platforms. The NASCAR Performance product program logo is a symbol of integrity that represents NASCAR's commitment to precision and quality.
