SBD/April 13, 2011/Marketing and Sponsorship

STP Back In NASCAR With Race Entitlements, Return To No. 43 Car

ISC today announced a multiyear partnership with Armored AutoGroup that will see the company’s STP brand become the title sponsor for the NASCAR Sprint Cup Series race at Kansas Speedway on June 5 and the Nationwide Series race at Chicagoland Speedway on June 4. STP also will have track sponsorships at Darlington Raceway, Daytona Int’l Speedway, Michigan Int’l Speedway, Richmond Int’l Raceway and Talladega Superspeedway. ISC VP & CMO Daryl Wolfe in a statement said, "It is always great to see iconic sponsors like STP take a renewed interest in the sport, especially given STP's long and rich history in NASCAR and motorsports as a whole." STP today also announced its return as a sponsor of the No. 43 car. The brand will sponsor the car, driven by A.J. Allmendinger and owned by Richard Petty Motorsports, during the STP 400 at Kansas Speedway. Meanwhile, STP will be the primary sponsor of NHRA Funny Car driver Tony Pedregon at three races in ’11 (Tripp Mickle, SportsBusiness Journal). ESPN.com’s Ryan McGee notes STP has been “largely absent for 11 years in major American motorsports, concentrating more on local track sponsorships.” The deal with Allmendinger for the Kansas race will mark the first time the No. 43 car “has carried those colors since a two-race deal in 2006.” STP has “long been known for its connections to Indy racing greats,” including Mario Andretti, Parnelli Jones and Gordon Johncock. However, the relationship the company still has with Richard Petty is “especially prominent” (ESPN.com, 4/13).
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