For Northeastern Supply Company, that all-important ROI has always been met, and as a result, the Baltimore-based company will commemorate its 20th consecutive season of NASCAR Nationwide Series sponsorship in 2013 with associate support of JR Motorsports and the #7 team of driver Regan Smith.
“Our NASCAR program couldn’t be healthier,” said Northeastern President and CEO Steve Cook. “Many of our customers, employees and vendors have supported our racing program from the very beginning, and though I have always said that we would find something else to do with our marketing dollars if this support began to wane, I can honestly say that our program has only grown in stature and acceptance and has met all of our expectations. We are thrilled to be able to continue this for a 20th straight year in 2013 and with such a great organization as JR Motorsports and driver in Regan Smith,” Cook added.
|Smith scored at Homestead|
Northeastern Supply spent the last four seasons at Turner Motorsports where it backed Jason Leffler’s effort for three years and Justin Allgaier’s run last season. The company then struck a deal with JR Motorsports during the off-season with JRM and driver Smith. Smith is poised to be a strong contender for the 2013 Nationwide Series championship.
Smith ran full-time in the NASCAR Sprint Cup Series the last five seasons and most recently with Furniture Row Motorsports. During those five campaigns, Smith earned his first career NASCAR victory at Darlington, SC in 2011 in the Southern 500. He also notched three top five and nine top ten finishes in his 165 career starts and led races in every season but one in 2008.
When Regan’s Sprint Cup Series contract with Front Row Motorsports was not renewed last season, JR Motorsports officials promptly signed the Cato, New York native to drive their #7 Chevrolets full-time beginning in 2013. Smith was also asked to drive the #5 Chevy in last year’s Nationwide Series finale at Homestead-Miami Speedway, and with the backing of team co-owner Rick Hendrick, Smith roared to victory in the Ford Eco-Boost 300, signaling the possibility of great things for the 2013 season.
Northeastern Supply has enjoyed solid team sponsor relationships over those 20 years and has aided the efforts of some of the Nationwide Series’ top drivers. In addition to Leffler and Allgaier, the Northeastern Supply logo has graced the race cars of other notables such as Sprint Cup Series stars Kasey Kahne and Sterling Marlin, and Nationwide Series regulars Jason Keller, Mike and Kenny Wallace, J.J. Yeley, Phil Parsons and Hank Parker, Jr.
When Northeastern Supply initiated its full-time NASCAR sponsorship program in 1994, the company had six sales branches in Maryland and Delaware. Their NASCAR involvement has helped to spawn growth that today spans 34 branches in five Middle Atlantic States.
“Despite the rough economy the last few years, our business has remained steady,” Cook said.
“Giving our customers some relief by entertaining them at the races and allowing them to meet their NASCAR heroes up front and in person has paid off. The program has enabled us to maintain our customer base and actually grow it, and to be able to now offer them a program to follow that has our driver and car running up front, leading races, challenging for wins and vying for a championship will only enhance the experience. We’re excited to get the 2013 season started,” added Cook.
Photo: Getty Images for NASCAR