NHRA announced today that it has signed a marketing partnership with SealMaster, a global leader in the manufacturing and distribution of pavement maintenance products and equipment.
As part of the agreement, SealMaster will have a presence at all NHRA Mello Yello Drag Racing Series events in 2014, with an onsite promotional display at select events.
Through its onsite presence, SealMaster will receive promotional video spots on the track big screen, conduct hospitality for corporate guests and will have track bannering rights.
Another component of the marketing partnership designates SealMaster as the title sponsor of the popular NHRA Track Walks. SealMaster NHRA Track Walks will be held in the morning hours prior to eliminations or in the evening after eliminations are completed at most NHRA Mello Yello Drag Racing Series events. During the SealMaster NHRA Track Walk, an NHRA driver or legend of the sport will lead spectators in a roundtrip walk of the dragstrip, from the starting line to the finish line and back to the starting line.
“This is a great opportunity for SealMaster to increase its profile at NHRA Mello Yello Series events and we look forward to working with them to help identify new customers,” said Gary Darcy, NHRA senior vice president of sales and marketing. “We are certain the fans will look forward to participating in each SealMaster NHRA Track Walk with great enthusiasm.”
The sponsorship increases SealMaster’s involvement in NHRA. The company was also recently named an associate sponsor for the two Top Fuel dragsters fielded by Kalitta Motorsports, driven by current series points leader Doug Kalitta and three-time series winner David Grubnic.
“NHRA fans have total access to the teams and drivers, as well as the track,” said Rick Simon, SealMaster franchise director. “It’s a great opportunity for SealMaster to interact at that level. NHRA is the most thrilling, high-speed racing, and our customers really relate to the sport. The opportunity to invite fans to participate in the ‘SealMaster Track Walk’ at all of the 2014 races is a fun association for the people in our industry, and fans love it.”
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