NEW YORK — NASCAR and ExxonMobil officials announce the renewal of a partnership that will continue to designate the Mobil 1 brand as the ‘Official Motor Oil of NASCAR’.
The newly signed agreement will extend the successful partnership to 20 years, which has been highlighted by marketing and technological innovation that has catalyzed growth across both entities.
“Mobil 1 is one of the most recognizable brands in the world and we are pleased to continue our longstanding partnership for years to come,” said Lou Garate, vice president, partnership marketing, NASCAR. “Our partner utilizes its official status as a powerful part of its marketing mix through advertising, packaging, point-of-sale and promotions, helping market NASCAR to millions of Americans.”
According to a recent independent study, NASCAR fans are 30% more likely than non-fans to add or change motor oil themselves or have another household member do so.
“We are delighted to continue to serve as the ‘Official Motor Oil of NASCAR’,” said Kai Decker, global motorsports manager at ExxonMobil. “The renewed partnership allows us to connect with racing of the most popular and exciting motorsport series in the country. NASCAR has also been integral in helping support the launch of Mobil 1 Annual Protection motor oil.”
For the breakout product’s nationwide advertising campaign, Stewart-Haas Racing driver, Kevin Harvick, features as the hero of the commercials, while also being featured in a prominent video series on social media.
A new digital video series featuring the entire Stewart-Haas Racing team is also supporting the new product. Furthermore, the Mobil 1 Annual Protection product appeared as primary sponsor on a hood for each of the Stewart-Haas Racing drivers at NASCAR tracks throughout this season.
Source :speedsport.com
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