In the time since Indiana-based D-A Lubricant signed a Verizon IndyCar Series sponsorship deal, its PennGrade Motor Oil brand has "gone from a virtual unknown in IndyCar circles to one of the series' most active sponsors," according to Anthony Schoettle of the INDIANAPOLIS BUSINESS JOURNAL. PennGrade Motor Oil served as the "first presenting sponsor in the Indianapolis 500's 100-plus-year history" last year. Indianapolis-based marketing firm U/S Sports Advisors Founder Ken Ungar said, "PennGrade has done a really good job of becoming part of the ecosystem of the IndyCar paddock." D-A Lubricants Owner Mike Protogere signed a deal in '15 to "become a major associate sponsor of Rahal Letterman Lanigan Racing." In addition to "entertaining hundreds of clients and potential clients, partners, vendors and employees" at Indianapolis Motor Speedway later this month, D-A also "will have a booth at the race with PennGrade promotional handouts." The company also has "become active on social media and is buying print and broadcast ads to rev its deals with the Indianapolis 500 and Rahal Letterman Lanigan Racing." Sources said that D-A is paying $2-5M annually for PennGrade's multiyear presenting sponsor deal. IMS President Doug Boles said that PennGrade was "chosen because of its local roots and its history with the race." Boles: “We were especially impressed with their plans to activate away from the track and in the marketplace.” Protogere said that "includes point-of-purchase Indy 500-PennGrade promotions at retail stores such as NAPA Auto Parts." Protogere said that in the year "since D-A signed the presenting sponsorship for the Indianapolis 500, sales of PennGrade oils have increased" 20%. All PennGrade oil boxes and bottles are now "emblazoned with the Speedway’s wing-and-wheel logo" (IBJ.com, 4/29).
