NASCAR and Sherwin-Williams have announced a multi-year partnership designating the nation’s largest specialty retailer of paint and painting supplies as the ”Official Paint of NASCAR.”
Sherwin-Williams, a FORTUNE 500 company, will leverage its new designation for architectural paint and the power of NASCAR’s intellectual property to activate at its more than 3500 stores nationwide and ignite the passion of its customers—many of whom are fiercely brand-loyal fans of the sport.
The NASCAR and GRAND-AM contingency programs foster strong relationships between competitors and the high-quality, performance-driven brands that are part of the program, by providing prize money for each race and at the end of each racing season. Competitors become eligible for the money by displaying partner decals on their race vehicles.
As part of the contingency program, Sherwin-Williams will be title sponsor of the Fastest Lap Award in the NASCAR Sprint Cup Series.
This exclusive business-to-business environment offers unique opportunities for many Fortune 500 companies to bypass the time and layers of corporate coordination that may exist to construct customized deals that help address specific business needs.