NASCAR said today it has signed a multi-year deal with Sherwin-Williams making the manufacturer, distributor and national retailer of paint and building supplies the “official paint” for the racing circuit. Financial details of the alliance were not released.

Sherwin-Williams said it would leverage its NASCAR partnership in multimedia marketing, including TV, Internet and social media, on-track activations, and in its more than 3,500 stores nationwide.

The deal also makes Sherwin-Williams a “contingency sponsor” in the NASCAR Sprint Cup Series, NASCAR Touring & Weekly Series and Grand-Am Road Racing.

“Sherwin-Williams is a category leader and innovative marketer that we’re proud to add to our family of official NASCAR partners,” Jim O’Connell, chief sales officer for NASCAR, said in a statement. “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.”

Barry Janoff is director of sports media marketing initiatives for PromaxBDA. He also is the executive editor for NYSportsJournalism.com, which covers national sports marketing, business and media news; and a contributing writer for Yahoo! and MediaPost.

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