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SBD/December 11, 2013/Marketing and Sponsorship
Dow Chemical To Become Primary Sponsor Of Austin Dillon's No. 3 Cup Ride
Published December 11, 2013
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EXPANDING ITS RELATIONSHIP: Dow began formally working with RCR in '10 when its automotive division began providing technology support to the team. RCR used lubrications and carbon fiber products developed by Dow. The relationship expanded into a small sponsorship last season when Dow sponsored the No. 31 car driven by Jeff Burton and its Mycogen Seeds brand sponsored the No. 33 car driven by Dillon at Indianapolis Motor Speedway. Henderson said, “We started slow and picked up steam in engaging our organization and customers. We found significant reasons to take another look (at a full sponsorships). The opportunity to move to Cup and the No. 3 seemed excellent for us.” Dow joins Yeungling and Wix Filters to become the latest in a string of new deals signed by RCR for the '14 season. The team lost driver Kevin Harvick for next year, and he took sponsors such as Budweiser and Jimmie John’s with him to his new team, Stewart-Haas Racing. But RCR has been successful in replacing those sponsors. The team hired former SHR driver Ryan Newman and filled all of the primary sponsorships on his No. 31 car with CAT, Quicken Loans, Wix Filters and Kwikset. It only has six primary sponsorships available on Dillon’s No. 3 car, said RCR VP/Business Development Rick Penn. He said, “We’ve brought in some really nice, robust sponsors. From a primary perspective, we’re sitting in a good spot and we’ve focused on bringing in new sponsors.”