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Sherwin-Williams Formally Announces NASCAR Sponsorship Plans
Published May 15, 2013
As part of its deal, Sherwin-Williams received hospitality assets at tracks for several NASCAR races, and Schmitt says the company plans to bring the contractors, home builders and property managers out to those events. Schmitt said that the company plans to manage the success of the sponsorship, which was valued at $2M a year, by monitoring customers’ awareness of its connection with NASCAR and any increases in sales. Schmitt: “It’s one of those things we’ll learn over time – how best we measure this.”