Paint and painting supply retailer Sherwin-Williams has entered into a multi-year partnership with NASCAR.
“The Sherwin-Williams Co. is thrilled to be the Official Paint of NASCAR. We have invested in the sport at the team level since 2000, sponsoring about 85 percent of the teams in the NASCAR Sprint Cup Series,” said Chris Connor, chairman and CEO of Sherwin-Williams. “With more than 3,500 stores nationwide, this comprehensive official partnership will enable us to connect with our wide customer base across the country and to truly partner with NASCAR at every track.”
In addition to signing on as an official NASCAR partner, Sherwin-Williams will become a contingency sponsor for the NASCAR Sprint Cup Series, NASCAR Touring and Weekly Series and Grand-Am Road Racing. The contingency programs foster strong relationships between competitors and the performance-driven brands that are part of the program by providing prize money for each race and at the end of every race season, according to Sherwin-Williams.
As part of its integrated partnership, Sherwin-Williams has joined the NASCAR Fuel for Business Council, which brings together a group of more than 60 official NASCAR partners four times a year to buy and sell products and services from one another.
The exclusive business-to-business environment offers unique opportunities for many Fortune 500 companies to bypass layers of corporate coordination that may exist to construct customized deals that help address specific business needs, the company noted.
“Sherwin-Williams is a category leader and innovative marketer that we’re proud to add to our family of official NASCAR partners,” said Jim O’Connell, NASCAR chief sales officer. “Joining dozens of other blue-chip brands with official status, the company has a rich history in NASCAR and understands how to utilize our sport to drive its business.”