Lincoln Electric and the National Association for Stock Car Auto Racing (NASCAR) announced a 5-year extension of their agreement in which Lincoln Electric remains an exclusive automotive partner under the NASCAR Performance brand and retains its competition contingency sponsorship which includes the NASCAR Sprint Cup Series in 2009.
Lincoln Electric became the exclusive NASCAR Performance sponsor of welders and welding helmets in 2000 and held contingency award programs in the NASCAR Nationwide Series, NASCAR Camping World Series, NASCAR Canadian Tire Series and the NASCAR Whelen All-American Series.
In 2009, Lincoln Electric will add contingency sponsorships in the Sprint Cup Series and the NASCAR Camping World Truck Series with weekly prize money provided to eligible teams based on finish position. Lincoln Electric will also continue their programs in the NASCAR Canadian Tire Series and the NASCAR Whelen All-American Series. In addition, a year-end award of $5,000 and a Lincoln Welder will be presented to the NASCAR Whelen All-American Series National Champion Car Owner during the season ending banquet.
“Our partnership with NASCAR has been valuable to our business and we see continued benefits from this sponsorship,” said Mickey Holmes, Lincoln Electric, motorsports marketing manager. “Utilizing the NASCAR Performance brand and continuing our contingency program keeps the Lincoln Electric name in front of millions of brand loyal NASCAR fans.”
“Lincoln Electric is a great example of a sponsor expanding its support in our sport,” said Odis Lloyd, managing director of NASCAR’s Automotive Group. “Entering the sport in 2000, Lincoln became an integrated partner with team relationships as well as the contingency program and we are proud to have them continue that partnership.”
NASCAR is one of the few professional sports leagues that have created an automotive-specific marketing program for its family of automotive sponsors. The platform, branded as NASCAR Performance, includes exclusive marketing rights, the ability to co-brand products and product packaging as well as involvement in a long list of integrated media programs.
For more information about Lincoln Electric, its products and services, visit the company’s website at www.lincolnelectric.com.