Former IndyCar Series CEO Tony George recently acquired the rights to bring Sonax, a European car care product, to the U.S., and the company plans to make its first marketing push by sponsoring the IndyCar Series.
The sponsorship deal, which industry sources valued in the low to mid-six figures, makes Sonax the official automobile detail partner of IndyCar. The company will sponsor the Sonax Perfect Finish Award, a new contingency award tied to the series’ three doubleheader event weekends this year. The name of the award is tied to a new automotive detailing product that Sonax is releasing this year.
Sonax has agreed to pay $50,000 to a driver who wins both races held June 1 and June 2 in Detroit. If no driver wins both races, a driver will have a chance to win $100,000 by winning both races in Toronto in July or $150,000 by winning both races in Houston in October.
The company will couple that at-track promotion with activation at Sam’s Club locations in race markets. Those retail promotions will begin around the Indianapolis 500 later this month when Sonax sets up displays and brings show cars to several Sam’s Club stores in the Indianapolis area.
“Cash is important but activation is paramount for our sport,” said Greg Gruning, IndyCar’s executive vice president, corporate sales and partner strategy. “Getting Sam’s Club involved and having Sonax launch their Perfect Finish product around the doubleheaders is great.”
The IndyCar deal is Sonax’s first major sponsorship. Sonax USA Managing Director Rob McCrary said the company will complement its Sam’s Club displays and Perfect Finish Award promotion with digital advertising and some TV advertising on NBC Sports Network, which the company plans to buy later.
Sonax is working with the Indianapolis-based agency The Heavyweights on its marketing and promotion.
George acquired the exclusive license to sell Sonax in the U.S. in 2010. The brand has a strong history in Europe. It has a 40 percent market share there and was recently voted the best car care brand by the German motor press, McCrary said.
