Grassroots motorsports series World of Outlaws (WoO) announced that Sears' Craftsman Tools brand has signed on to become title sponsor of both WoO's late-model and sprint-car series. Financial terms for the three-year deal were not disclosed, but sources valued it in the low seven figures annually. After going without a title sponsor in '15 after STP dropped its entitlement, WoO's series will now be known as the World of Outlaws Craftsman Sprint Car Series and the World of Outlaws Craftsman Late Model Series, respectively. This marks the first time the two different series will have the same title sponsor. The move marks Craftsman’s first time in motorsports since ‘08, when it title sponsored NASCAR’s Truck series. The deal was brokered in house. Assets include signgage, hospitality, activation space and a media presence. Sears will activate against the WoO brand with in-store point-of-sale displays and could look to sign individual deals with racers. WoO CMO Ben Geisler said that the series pitched brands in the DIY (home improvement and tools) and outdoor categories (hunting/fishing; ATVs). Craftsman will activate at track with the goal of getting its products into consumers’ hands, though more for sampling purposes than to sell there. The brand will use its Craftsman Club rewards program to offer members things like free tickets, merchandise and other prizes. Geisler: “This’ll be different than a number of other sort of grassroots sponsorships or even a lot of motorsports sponsorships. From the very, very top levels down, there seems to be a feeling that this is a major initiative for them, and that’s what we were looking for in a partner.” Sears Holdings VP/Tools, Lawn & Garden Dean Schwartz: “About 80% of the people who are World of Outlaws fans use tools, own tools -- and a majority of those fans also work on their cars. So you’re talking to people that are obviously very passionate about the World of Outlaws and also very passionate about tools.”
