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YARD-MAN CUTS DEAL WITH NASCAR
Brand Becomes Official Lawn Mowers of NASCAR
FOR IMMEDIATE RELEASE
Cleveland, Ohio, February 14, 2007 – Yard-Man and the National Association for Stock Car Auto Racing, Inc. (NASCAR) have announced a sponsorship agreement that makes Yard-Man the Official Lawn Mowers of NASCAR.
The three-year agreement, which begins with the 2007 NASCAR season, is an outgrowth of Yard-Man’s increasing presence in motorsports and includes category exclusivity with the sanctioning body. The recognizable NASCAR logo will also be emblazoned on all Yard-Man packaging for products in the company’s category. Along with this new partnership, Yard-Man will continue to support its multi-faceted NASCAR-themed marketing program with race team sponsorships and more.
“NASCAR is pleased to partner with Yard-Man, the industry leader in consumer lawn and garden equipment," said Jim O’Connell, Vice President of Corporate Marketing for NASCAR. “Yard-Man embodies characteristics synonymous with racing – speed, power, handling and performance. We’re already seeing some exciting plans to communicate these attributes to the NASCAR fan base in new and creative ways."
“Yard-Man’s NASCAR partnership extends our successful strategic alliance with racing and provides a national platform to reach our customers,” said Tim Coughlin, Director of Marketing, MTD Products, Inc. “We are looking forward to a strong partnership.”
The brand will augment the NASCAR sponsorship with a fully integrated racing program that includes continuation of its NASCAR Busch Series team sponsorship and NASCAR-themed advertising.
Team Sponsorship
Building on the successful partnership with Brewco Motorsports, Yard-Man will be a primary sponsor of the No. 37 Ford Fusion in the 2007 NASCAR Busch Series.
Veteran drivers Greg Biffle and Jamie McMurray will share driving responsibilities in 10 races. The car will make its debut at Daytona with McMurray behind the wheel.
The No. 37 Yard-Man Ford will continue along the circuit with stops at other famed tracks according to the following schedule (tentative):
2/17/2007 - Daytona International Speedway - McMurray
2/24/2007 -
California Speedway - McMurray
3/4/2007 - Autodromo Hermanos Rodriguez - Biffle
3/10/2007 - Las Vegas Motor Speedway - McMurray
4/14/2007 - Texas Motor Speedway - McMurray
4/20/2007 - Phoenix International Raceway - Biffle
4/28/2007 - Talladega Superspeedway - McMurray
7/14/2007 - Chicagoland Speedway - McMurray
8/4/2007 - Circuit Gilles Villeneuve - Biffle
8/24/2007 - Bristol Motor Speedway - Biffle
“I am looking forward to getting back behind the wheel of the Yard-Man Ford and working hard to keep it up front all year,” said Greg Biffle. “It’s especially gratifying to be sponsored again by Yard-Man; a brand I respect and use.”
“It’s great that Yard-Man is back sponsoring the No. 37. I am excited to be a part of it,” said Jamie McMurray. “I am looking forward to what promises to be a great year.”
About Yard-Man
Yard-Man products, available at Wal-Mart, Menards and hardware stores across the country, provide power and durability as well as comfort and versatility.
About NASCAR
The National Association for Stock Car Auto Racing, Inc. (NASCAR), which began in 1948, is the sanctioning body for one of America's premier sports. NASCAR is the No. 1 spectator sport – holding 17 of the top 20 attended sporting events in the U.S., the No. 2 rated regular-season sport on television with broadcasts in over 150 countries, and has 75 million fans in the U.S. These fans are the most brand loyal in all of sports, and as a result more Fortune 500 companies participate in NASCAR than any other sport.
NASCAR consists of three major national series (the NASCAR NEXTEL Cup Series, NASCAR Busch Series, and NASCAR Craftsman Truck Series), four regional series, and one local grassroots series, as well as two international series. NASCAR sanctions 1,300 races at 100 tracks in more than 30 U.S. states, Canada and Mexico. Based in Daytona Beach (Fla.), NASCAR has offices in New York, Los Angeles, Charlotte (N.C.), Concord (N.C.), Conover (N.C.), Bentonville (Ark.), Mexico City, and Toronto.
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CONTACT:
Bill Norris
Edelman Sports & Sponsorship Marketing
bill.norris@edelman.com
312/240-2654
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