New Pig joins NASCAR as wipers, sorbents partner

CHARLOTTE, N.C. -- New Pig has entered into an exclusive agreement to be the Officially Licensed Heavy Duty Wipers and Sorbents of NASCAR. As an exclusive automotive partner under the NASCAR Performance brand, New Pig will utilize NASCAR marks and marketing programs at the track, in-store and in related media.

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In addition to the officially licensed status, New Pig will add a contingency sponsorship in the NASCAR Whelen All-American Series.

"We're excited about our exclusive partnership with NASCAR, and what it will mean for our customers and our company," said Ben Stapelfeld, New Pig chairman of the board. "We feel that this partnership is an excellent opportunity to connect with the ever-growing NASCAR audience. We also look forward to developing our relationships with NASCAR teams, many of whom already use Pig products in their shops."

NASCAR is one of the few professional sports leagues that has created an automotive-specific marketing program for its family of automotive sponsors. The platform, branded as NASCAR Performance, includes exclusive marketing rights, the ability to co-brand products and product packaging as well as involvement in a long list of integrated media programs.

"We are excited to have a company with a product line as innovative as New Pig's join NASCAR," said Odis Lloyd, managing director of NASCAR's Automotive Group. "We plan on working closely with New Pig to introduce their products both in our garage as well as our fans' garages and raise awareness of this partnership through our marketing programs."