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SBJ/February 6-12, 2012/Marketing and Sponsorship
Lucas Oil extends longtime NHRA title deal
Published February 6, 2012, Page 26
Lucas Oil this week is expected to announce a renewal of its longtime title sponsorship of the NHRA’s sportsman series through 2015.
The deal will see Lucas Oil retain its position as the NHRA’s official oil, its naming rights at Lucas Oil Raceway in Indianapolis, title rights to the NHRA Lucas Oil Nationals in Brainerd, Minn., and its title sponsorship of the NHRA Lucas Oil Drag Racing Series, the NHRA’s second-tier series and the equivalent of NASCAR’s Nationwide Series. The agreement also gives the company branded broadcast elements during races on ESPN, on-site display rights, signage at races and the right to use the NHRA logo on products.
Financial terms of the agreement weren’t available, but the deal is valued in the mid-seven-figure range annually.
Lucas Oil founder Forrest Lucas said the company spends more on the NHRA than on any other sport it funds. It sponsors more than 15 sports properties and spends more than $30 million a year on sports sponsorships.
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Financial terms of the agreement weren’t available, but the deal is valued in the mid-seven-figure range annually.
Lucas Oil founder Forrest Lucas said the company spends more on the NHRA than on any other sport it funds. It sponsors more than 15 sports properties and spends more than $30 million a year on sports sponsorships.
— Tripp Mickle
