Official Partnership Renewal Accompanied By Development Of Automotive Technology Platform On New NASCAR.com
DAYTONA BEACH, Fla. (January 21, 2013) – NASCAR and ExxonMobil today announced a multi-year partnership extension, making Mobil 1™ synthetic motor oil the ‘Official Motor Oil of NASCAR’ through 2017. The 2013 NASCAR season will mark the 11th consecutive season in which the Mobil 1 brand is an official partner of NASCAR, the premier motorsports series in the United States.
As part of the renewed relationship, Mobil 1 will continue to be a contingency partner across all NASCAR national and touring series, the presenting sponsor of the Mobil 1 Driver of the Race Award and the presenting sponsor of the NASCAR Canadian Tire Series. Mobil 1 motor oil is used by more than half of teams competing in NASCAR’s three national series. The durability and high performance of Mobil 1 synthetic motor oil have been continuously proven by enduring rigorous racing conditions on a weekly basis.
“We are pleased to welcome back Mobil 1 to our family of Official NASCAR Partners,” said Jim O’Connell, NASCAR chief sales officer. “Mobil 1 utilizes its official motor oil status as a critical and powerful part of the brand’s marketing mix and we believe that the Official Motor Oil Status will continue to help move product off the shelf.”
According to Mobil 1 research, NASCAR fans are nearly twice as likely to prefer, try and recommend the brand because it is the ‘Official Motor Oil of NASCAR.’ Fans of NASCAR are approximately 40 percent more likely than non-fans to add or change motor oil themselves or have other household members do so (source: Ipsos, NASCAR Brand Tracker – 2011).
“As the lubricant technology of champion drivers and race teams, the renewed association between Mobil 1 and NASCAR allows us to better engage motorsports fans by leveraging the excitement of racing,” said Rebecca K. Aldred, Global Brand Manager, Mobil 1. “Additionally, the launch of the ’NASCAR Automotive Technology Center Engineered by Mobil 1’ demonstrates our commitment to cutting-edge technology, both on and off the track. Today, Mobil 1 is the world’s leading synthetic motor oil brand in no small part due to the commitment to supporting NASCAR’s three national racing series.”
Expanding the partnership into the digital space, ExxonMobil and NASCAR will launch a new branded content environment that explores NASCAR’s world-class automotive technology via the ”NASCAR Automotive Technology Center Engineered by Mobil 1” online experience housed on the newly launched NASCAR.com. The comprehensive platform will deliver automotive technology-driven content through original feature stories, imagery, rich video content, fan polls and a glossary of specialized automotive and racing terms. The new platform will be unveiled at NASCAR.com in the coming weeks.
This partnership renewal complements ExxonMobil’s unique lubricant technology relationship with Stewart-Haas Racing and Tony Stewart’s No. 14 Mobil 1 / Bass Pro Shops Chevrolet Impala in the NASCAR Sprint Cup Series.
About NASCAR
The National Association for Stock Car Auto Racing, Inc. (NASCAR) is the sanctioning body for one of North America’s premier sports. NASCAR races are broadcast in more than 150 countries and in 20 languages. In the U.S., races are broadcast on FOX, TNT, ABC/ESPN/ESPN2, SPEED, MRN Radio, PRN Radio and SiriusXM Satellite Radio. NASCAR fans are among 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 national series (the NASCAR Sprint Cup Series, NASCAR Nationwide Series, and NASCAR Camping World Truck Series), four regional series, and one local grassroots series, as well as three international series. Also part of NASCAR are GRAND-AM Road Racing and the American Le Mans Series, featuring competition on road courses with multiple classes of cars. NASCAR sanctions more than 1,200 races at 100 tracks in more than 30 U.S. states, Canada, Mexico and Europe. Based in Daytona Beach, Fla., NASCAR has offices in eight cities across North America. The next NASCAR Sprint Cup Series race, The Sprint Unlimited, will air Feb. 16, 2013, on FOX at 8:00 p.m. ET. For more information and a complete schedule, visit www.nascar.com. Follow NASCAR on www.facebook.com/NASCAR or on Twitter: @NASCAR.
About Mobil 1
The world’s leading synthetic motor oil brand, Mobil 1 features anti-wear technology that provides performance beyond conventional motor oils. This technology allows Mobil 1 to meet or exceed the toughest standards of car builders and to provide exceptional protection against engine wear, under normal or even some of the most extreme conditions. Mobil 1 flows quickly in extreme temperatures to protect critical engine parts and is designed to maximize engine performance and help extend engine life.
For more information, visit mobil1.com and, on Facebook,www.facebook.com/mobil1.
