blu eCigs Expands Deal With RLL Racing
BROWNSBURG, Ind. – Rahal Letterman Lanigan Racing (RLL) announced today that blu eCigs, the electronic cigarette brand widely known for superior style and quality, is expanding their partnership and will be the primary sponsor of the No.15 Indy car driven by Graham Rahal at the upcoming Baltimore Grand Prix on Sept. 1 and the doubleheader races at the Grand Prix of Houston held on Oct 5-6.
blu eCigs has taken a prominent role in open-wheel racing across the Indy car team as associate sponsor of the No. 15 Indy car driven by Rahal for the full 2013 season.
“We are excited to expand our engagement and take the lead as primary sponsor of the Grand Prix races in Baltimore and Houston, two high-profile races that are sure to be thrilling,” said Matt Coapman, VP of Marketing at blu eCigs. “We were happy to see the positive response from our recent involvements earlier this season and look forward to continue engaging the fans and crew with innovative marketing and promotional opportunities to make this a memorable motorsports season.”
Since its inception in 2009, blu eCigs has consistently led the charge to introduce e-cigarettes as a new class of smoking alternative to the US market and has done so in a pragmatic way – always keeping the customer experience as the central focus. In April 2012, blu eCigs was acquired by Lorillard, Inc., solidifying blu eCigs as a market trailblazer and further advancing the tremendous growth opportunity represented by the e-cigarette category. Today, North Carolina-based blu eCigs continues to set the standard in product innovation and responsible marketing.
“The response from the Indy car industry with blu eCigs’ involvement this season has been tremendous and we look forward to having the brand on board as primary sponsor at Baltimore and Houston for Graham’s car,” added Bobby Rahal, co-owner of Rahal Letterman Lanigan Racing with CBS LATE SHOW host David Letterman and Mi-Jack co-owner Mike Lanigan. “It’s great to have a brand like blu eCigs back in racing. We appreciate the value and excitement of their involvement with our team and we look forward to continue growing the program.”