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SBD/September 14, 2012/Marketing and Sponsorship
Best Buy Returning As A Primary Sponsor For Roush Fenway's No. 17 Cup Car
Published September 14, 2012
PEAK POSITION: Peak Motor Oil, a division of Old World Industries, has signed a three-race deal with Michael Waltrip Racing for the No. 15 Sprint Cup car driven by Clint Bowyer. The multiyear agreement makes Peak Motor Oil an associate sponsor throughout the '13 season on all three MWR Sprint Cup entries and a primary sponsor for three races on the No. 15 car. It also will have the ability to incorporate team Owner Michael Waltrip into marketing materials. Peak Motor Oil claims approximately 6% of the motor oil market. Old World Industries VP/Marketing & CMO Bryan Emrich said the company explored opportunities with other NASCAR teams but signed with MWR because it had a similar culture and shared a desire to increase Peak’s brand awareness at the same time Peak helped expand the race team. The deal is designed to help Peak Motor Oil raise its brand awareness among do-it-yourself consumers.