SBJ/April 18-24, 2011/Marketing and Sponsorship

STP will title sponsor events at Kansas, Chicago as part of ISC-Armored AutoGroup deal

International Speedway Corp. last week announced a multiyear partnership with Armored AutoGroup that will see the company’s STP brand become title sponsor for the NASCAR Sprint Cup Series race at Kansas Speedway on June 5 and the Nationwide Series race at Chicagoland Speedway on June 4.

STP also will have track sponsorships at Darlington Raceway, Daytona International Speedway, Michigan International Speedway, Richmond International Raceway and Talladega Superspeedway. The brand had been a longtime NASCAR sponsor, aligning itself with legend Richard Petty and his famous No. 43 for most of his career and remaining with Petty’s team until leaving the Sprint Cup Series in 2000.

“It is always great to see iconic sponsors like STP take a renewed interest in the sport, especially given STP’s long and rich history in NASCAR and motorsports as a whole,” said Daryl Wolfe, ISC vice president and chief marketing officer, in a statement.

STP also announced its return as a sponsor of the No. 43 car. The brand will sponsor the car, driven by A.J. Allmendinger and owned by Richard Petty Motorsports, during the STP 400 at Kansas Speedway.

Meanwhile, STP will be the primary sponsor of NHRA Funny Car driver Tony Pedregon at three races in 2011.

In other NASCAR sponsorship news, Dover International Speedway has signed 5-Hour Energy as the title sponsor of its Nationwide Series race on May 14. The race will be known as the 5-Hour Energy 200. The Michigan-based energy brand sponsored a 2010 Nationwide Series race in St. Louis. It is in its fourth season as the primary sponsor of the Rusty Wallace Racing No. 66 Toyota driven by Steve Wallace.

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