Special to NYSportsJournalism.com
January 21, 2013: ExxonMobil, whose marketing roots with Nascar go back to 1978, as signed a multi-year partnership extension making Mobil 1 the “official motor oil" and also the “official lubricant technology partner" of Nascar through 2017.
Financial details of the alliance extension and expansion were not disclosed.
ExxonMobil said that 2013 would mark the 11th consecutive season in which the Mobil 1 brand has been an official partner of Nascar. The Mobil 1 brand’s history in motor sports officially began in 1978 with a sponsorship of Williams Formula One Racing Team.
Under terms of the new pact, Mobil 1 becomes "a contingency partner" across all Nascar national and touring series and continues as presenting sponsor of the Mobil 1 Driver of the Race award and presenting sponsor of the Nascar Canadian Tire Series.
In addition, ExxonMobil and Nascar said they would launch a digital, branded content platform "that explores Nascar’s world-class automotive technology via the 'Nascar Automotive Technology Center Engineered by Mobil 1.'"
The online site, which will be part of the recently relaunched Nascar.com, will offer visitors "automotive technology-related information through original feature stories, photos, videos, a glossary of automotive and racing terms, plus social elements including fan polls."
ExxonMobil will also continue to support its Nascar alliance via multi-media marketing including TV, radio, print, Internet and such social media destinations as YouTube, Facebook and Twitter.
“As the lubricant technology of champion drivers and race teams, the renewed association between Mobil 1 and Nascar allows us to better engage motor sports fans by leveraging the excitement of racing,” Rebecca Aldred, global brand manager for Mobil 1, said in a statement, citing the launch of the Nascar Automotive Technology Center Engineered by Mobil 1. "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.”
According to Jim O’Connell, chief sales officer, for Nascar, “We’re excited about continuing our partnership with ExxonMobil and helping extend the Mobil 1 brand’s rich legacy in our sport. As an extension of this partnership, both Nascar and Mobil 1 look forward to engaging fans through the newly created technology platform that promises to offer fans a unique perspective into the technology that drives this sport.”
In addition to Nascar, ExxonMobil said that Mobil 1 with racing squads and circuits including Vodafone McLaren Mercedes’ Formula One team, Corvette Racing’s American LeMans Series team, Tony Stewart Racing in the World of Outlaws Sprint Car Series and the Porsche Mobil 1 Supercup.
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