NASCAR WCUP: Square D Racing Offers Test Drive to Potential Sponsors

Posted By Terry Callahan
Motorsports Editor, The Auto Channel

April 13, 2001

CHARLOTTE, N.C.--Blasting every team record from the books, Square D Racing continues to build momentum in the 2001 Winston Cup season. In just eight races, driver Bobby Hamilton has powered the No. 55 Square D Chevy to four top-ten starts and four top-ten finishes, inching ever closer to Victory Lane.

Now, as Hamilton muscles his way into contention week after week, longtime sponsor Square D is offering an unprecedented sponsorship ‘test drive’ to corporate America.

The two rear quarter panels and TV panel (rear bumper), which are prominently exposed to a national television audience as well as the fans at the track, are now being offered to potential sponsors. Sponsors usually pay millions to put their names on these prominent locations. And in return, they receive millions of dollars of advertising exposure value. Besides having their company logo prominently emblazoned on the race car, sponsors for the Test Drive Program also receive hospitality passes, pit/garage VIP credentials, photo opportunities with the driver and other benefits. The price for this turnkey program is $100,000 for a one-race sponsorship, or $400,000 for a five-race sponsorship. Since most teams sign sponsors to multi-year agreements, this opportunity reduces the financial commitment a company must make to a fraction of what it usually costs. It also opens the door to companies in regional markets and those with lean advertising/marketing budgets.

"To have the chance to experience Winston Cup Racing with their employees or customers is a unique opportunity for a partner," said Ralph Harris, director of marketing operations for Square D. "It’s like taking a test drive with the program. We have the infrastructure in place so they experience every part of the leverage that NASCAR would bring to their company.

"We’ve had significant benefits from our racing sponsorship in three major areas. It’s given us the opportunity to entertain and strengthen relationships with thousands of distributors and customers each year in a unique environment, it’s helped us build our brand, and it’s become a big internal morale booster for our employees. There are a lot of people excited – it gives them something to rally around."

Hamilton welcomes the prospect of adding new sponsors on a trial basis. "We have the complete package this year—a great crew chief, an experienced car owner, and some of the hardest working crewmembers around," Hamilton said. "Our goal is to stay up front in the points and boost

Square D’s Racing program. The support they give the team and me is tremendous. We’re looking forward to the possibility of adding to our family."

"This is a win-win situation for everyone," adds Danielle Randall-Bauer, president of The Motorsports Decisions Group, Inc. (TMDG), which manages the racing program for Square D. "We’ve made it easy for a potential sponsor to test the waters in Winston Cup Racing, and it’s designed for maximum exposure and return on investment."

Companies interested in learning more about the Test Drive Program should contact Randall-Bauer at TMDG (704) 547-1998 ext. 104.

Square D is a market-leading brand of electrical distribution, industrial control and automation products, systems and services, and is the flagship brand in the U.S. for the North American Division of Schneider Electric. Square D products are found in all types of residential, commercial and industrial construction, in a wide range of manufacturing and processing facilities, and in or on the products of other manufacturers. Schneider Electric, headquartered in Paris, France, is a global electrical industry leader with 2000 sales of approximately $9.7 billion.

Text provided by Chris Hunt

Editors Note: To view hundreds of hot racing photos and art, visit The Racing Photo Museum and the Visions of Speed Art Gallery.