STP Inks Multi-Year Deal With WoO
KNOXVILLE, Iowa — STP has signed a multi-year contract to become the title sponsor of the World of Outlaws Sprint Car Series beginning in 2013.
It will be the first title sponsor for the traveling sprint car series since Advance Auto Parts left the series at the end of 2008.
The World of Outlaws STP Series will focus on a grassroots marketing campaign at WoO races throughout the United States and Canada.
“Since 2009, the World of Outlaws has allowed us to talk to our core consumers in a very meaningful and genuine way. It doesn’t get any better than that,” said Jamie Kistner, senior brand manager for STP. “What better way to show our support than taking on ownership of the greatest show on dirt today.
“It is strictly the title sponsorship of the World of Outlaws. That’s where it ends. It is a multi-year deal. I cannot go into specifics of how many years, but it is a multi-year contract.”
With more than 40 years of racing history, STP’s commitment to the World of Outlaws will not limit its existing motorsports sponsorships with drag racer Cruz Pedregon and four-time WoO champion Donny Schatz’s Tony Stewart Racing team.
“It will have no impact on any other racing relationships, especially TSR and other teams that we have great relationships with,” Kistner said. “We have no plans on changing anything for the future right now.
At-track activation will be at the heart of STP’s involvement with the World of Outlaws.
“The fact of the matter is that the World of Outlaws sprint car fan is our core consumer and we want to take the opportunity to engage with them in an impactful way and share their love of dirt track racing,” Kistner explained. “We want them to know we are their for them and to elevate the sport.
“STP is built on grassroots racing and is getting back to those roots. We are getting down to the consumer level and interacting with them at the track and talking to them one on one, showing we care about the sport.”
Making the partnership in August was important for the World of Outlaws, which is operated by World Racing Group.
“Doing this in August creates momentum for a really successful future. It has been occurring already,” explained World Racing Group CEO Brian Carter. “The beauty of it is that they have been involved for two years. This is a relationship that is established. All of those things that happen as you are establishing a relationship are all behind us. We are moving this forward on a very accelerated pace now. The fan interaction and those things are significant because we have already been doing it for two years.”
Carter said STP’s sponsorship will allow the series to market itself in ways it hasn’t been able to in the past.
“We have been wanting to do ground swell promotion for years, for all of our events. It helps us raise our awareness,” Carter said. “With a brand that is as strong individually as STP and as strong individually as the World of Outlaws, the combination of the two only leverages the strengths of both.
“We have been able to take assets and put them in markets in front of events, creating exposure and awareness to people who would have never seen it in the past. It exposes us to new fans. It is exciting in the fact that we are allocating assets on the ground in the area to promote races. It has never been done weeks in advance like this before.”
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