Phoenix Int'l Raceway yesterday announced that U-Haul Int'l has become the track's official trailer and propane. The brand will activate on the track's midway to promote and educate fans on safe trailering and propane usage during the Nov. 12-15 NASCAR race week (PIR). In Phoenix, Ronald Hansen notes it is a "rare sponsorship by the company, which traditionally views its trucks as rolling billboards to gin up business." U-Haul VP/Retail Sales Steve Dudley: "In advertising dollars, what we spend for a company of our size is probably pretty pathetic." Dudley said that the company "views NASCAR as a way of connecting to brand-loyal fans who frequently tow trailers, buy propane and occasionally move." U-Haul "plans to dispatch about 60 people to the four-day event at PIR to talk directly about safety measures for towing and using propane." Fans "can get U-Haul's experts to look at their own trailers to ensure proper techniques." PIR VP/Sales & Marketing Scott Rovn said that this "is the kind of customer engagement that makes a more lasting impression than a logo on a sign" (ARIZONA REPUBLIC, 10/21).
