Kendall will have front-and-center brand presence at all Mecum collector car auctions in cities including Louisville, Chicago, Dallas, and Kissimmee, Florida, according to the company.
“We are proud to participate in the largest collector car auctions across the nation,” said Jamie Allison, director of brand management for Phillips 66 Lubricants. “It’s important to continue to build our brand presence with car enthusiasts and educate customers on Kendall as an innovator of passenger car motor oils. With this sponsorship, we aim to gain national brand exposure through onsite product education, TV placements and brand collateral in and outside the events, with the ultimate goal of inspiring passion for Kendall among longtime fans and new customers alike.”
As the official motor oil of Mecum Auctions, Kendall will take the spotlight with interactive product and brand displays at the midway entrance, featuring a highlights board listing the favorite cars on auction and games and prizes for all ages, according to the company.
The sponsorship also includes 30-second TV advertisements, which will run during programming on NBC, NBCSN and CNBC, as well as a presence in the Mecum daily programs and monthly catalogs, and advertising on the Mecum website.