NASCAR today will announce that Mobil 1 has renewed as the official motor oil of the sanctioning body in a multiyear deal. Terms were unclear, but NASCAR partnerships typically cost low seven figures annually. Mobil 1, whose deal with NASCAR started in ’03, will announce the deal at today’s Fuel for Business council meeting in N.Y. NASCAR VP/Partnership Marketing Lou Garate said that Mobil 1’s assets are mostly the same in the extended deal, which he called a “big” one for the sanctioning body to secure.
ExxonMobil Global Sponsorship & Motorsports Manager Kai Decker in an email pointed out his company’s increasing interest in NASCAR’s digital and social media efforts. Garate noted that Mobil 1 has been leveraging NASCAR driver Kevin Harvick and former NBAer Dikembe Mutombo to launch the brand’s Annual Protection product in a TV ad that has been in heavy rotation.
Decker also cited multiple studies as to why Mobil 1 extended, including data from Turnkey Sports cited in SBJ indicating that recognition of Mobil 1’s official status with NASCAR was at a three-year high. Mobil 1, which says more than 50% of teams in NASCAR’s three national series use its products, also has a deal with Stewart-Haas Racing.
