Monday
Dec072009

Danica Patrick Marketing Partner Signs New Deal With Indy Racing League

December 7, 2009: The Indy Racing League has signed a marketing extension with Peak Performance Motor Oil, which has been an IRL partner since 2008. Financial terms were not disclosed.

Peak said it would continue to support its alliance as the official motor oil of IRL, the sanctioning body for the Izod IndyCar Series and Firestone Indy Lights, via multi-media advertising, including TV, print and radio with race driver Danica Patrick, as POP, on-track activation and Internet. Tag: "When you Peak, you win." Peak Performance Antifreeze brand also serves as entitlement sponsor of the Izod IndyCar Series race at Chicagoland Speedway.

The Peak Performance Pole Award in 2010 will continue to award $10,000 to the fastest qualifier at each race on the schedule; at the Indianapolis 500 it awards $100,000 for the top qualifier; $25,000 to the second-place Indianapolis 500 qualifier and $10,000 for the third-place qualifier. These top-three qualifiers make up the Peak Performance Front Row.

“The Izod IndyCar Series is extremely excited to be extending its partnership with PEAK Performance Motor Oil," Terry Angstadt, president of IRL's commercial division, said in a statement. "Through its involvement with the IndyCar Series as well as driver and event programs, Peak Performance has been an outstanding activator of its Izod IndyCar Series partnership.”

According to Jerry Riccioni, vp-automotive sales for Old World Industries, maker of Peak products, “The Izod IndyCar Series is a great platform for us to showcase PEAK Performance products to both retailers and consumers. We could not be happier to extend and expand our partnership with the Izod IndyCar Series allowing us to work with a quality partner that we continue to work with to build a strong presence in the marketplace while continuing to build our Peak Performance brand.”

Izod, IRL Put Marketing, Sponsorship Alliance On The Fast Track

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