Federal-Mogul Marks Champion Brand's 100th Anniversary with 'Always a Champion' Celebration
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Federal-Mogul Marks Champion Brand’s 100th Anniversary with ‘Always a Champion’ Celebration

Federal-Mogul Corporation’s Champion spark plug brand remains one of the automotive industry’s most dynamic and innovative brands – even at 100 years of age – through the global "Always a Champion" centennial celebration.


Federal-Mogul Corporation’s Champion spark plug brand remains one of the automotive industry’s most dynamic and innovative brands – even at 100 years of age – through the global “Always a Champion” centennial celebration.


Champion is the “Performance Driven” brand of spark plugs and other leading automotive products from Federal-Mogul, a leading global manufacturer and marketer of original equipment and aftermarket solutions. Established in 1907, the Champion brand is celebrating its performance-driven heritage by looking forward to the next generation of innovative products. The brand’s iconic red-and-black “bowtie” logo – already a familiar sight for millions of consumers worldwide – will gain unprecedented exposure through a comprehensive centennial marketing campaign.

“Champion has a rich heritage of innovation, quality and race-winning performance, yet it has always maintained a clear focus on developing breakthrough technology and powering the next racing championship. That’s why we’re celebrating the Champion brand’s 100th anniversary by setting the stage for a new century of innovation on behalf of racing teams, professional technicians, and do-it-yourselfers,” said Garth Cole, director of marketing, Aftermarket, Federal-Mogul.


“We have several activities planned over the course of the coming months, each of which will enhance the power and bottom-line value of this great brand.”

A central component of the global celebration is an exclusive commitment to talented young drivers who represent the next generation of champions in NASCAR Nextel Cup, NASCAR Busch Series, Formula 1, World Rally, Moto GP, and other leading professional motorsports series. Champion has strong relationships with leading NASCAR Nextel Cup teams and drivers, including Dale Earnhardt Jr. In fact, Champion plugs have powered five of the past seven NASCAR Cup champions. In Formula 1 competition, Champion has claimed more than 400 wins – outpacing all other spark plug brands combined – and was the plug of choice for the winners of the F1 Driver’s and Constructor’s titles in each of the past two years.


The Champion brand’s iconic red-and-black bowtie logo is a familiar sight for racing fans and millions of other consumers, being displayed at professional and amateur racing venues, in service garages, parts stores, national retail locations, on car and truck windows, fenders, video games, movies and in leading automotive collectibles catalogs. This unusually strong brand presence has led to the introduction of a growing range of performance-driven Champion-branded products, including automotive specialty performance additives and lubricants, batteries, starters and alternators.

For more information regarding the Champion brand’s 100th anniversary and the “Always a Champion” centennial campaign, contact your Champion supplier, write to: Champion Marketing, Federal-Mogul Corporation, 26555 Northwestern Highway, Southfield, MI, 48033, or visit www.AlwaysAChampion.com.

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