As
part of the renewed relationship, Mobil 1 will continue to be a contingency
partner across all NASCAR national and touring series, the presenting sponsor
of the Mobil 1 Driver of the Race Award and the presenting sponsor of the
NASCAR Canadian Tire Series. Mobil 1 motor oil is used by more than half of
teams competing in NASCAR’s three national series. The durability and high
performance of Mobil 1 synthetic motor oil have been continuously proven by
enduring rigorous racing conditions on a weekly basis.
“We
are pleased to welcome back Mobil 1 to our family of Official NASCAR
Partners," said Jim O'Connell, NASCAR chief sales officer. "Mobil 1
utilizes its official motor oil status as a critical and powerful part of the
brand's marketing mix and we believe that the Official Motor Oil Status will
continue to help move product off the shelf.”
According
to Mobil 1 research, NASCAR fans are nearly twice as likely to prefer, try and
recommend the brand because it is the ‘Official Motor Oil of NASCAR.’ Fans of
NASCAR are approximately 40 percent more likely than non-fans to add or change
motor oil themselves or have other household members do so (source:Ipsos,
NASCAR Brand Tracker - 2011).
“As
the lubricant technology of champion drivers and race teams, the renewed
association between Mobil 1 and NASCAR allows us to better engage motorsports
fans by leveraging the excitement of racing,” said Rebecca K. Aldred, Global
Brand Manager, Mobil 1. “Additionally, the launch ofthe ’NASCAR Automotive Technology Center Engineered by
Mobil 1’ demonstrates our commitment to cutting-edge technology, both on and
off the track.Today, 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.”
Expanding the partnership into the digital space,
ExxonMobil and NASCAR will launch a new branded content environment that
explores NASCAR’s world-class automotive technology via the ”NASCAR Automotive
Technology Center Engineered by Mobil 1” online experience housed on the newly
launched NASCAR.com. The comprehensive platform will deliver automotive
technology-driven content through original feature stories, imagery, rich video
content, fan polls and a glossary of specialized automotive and racing terms. The
new platform will be unveiled at NASCAR.com in the coming weeks.
This
partnership renewal complements ExxonMobil’s lubricant technology relationship
with Stewart-Haas Racing and Tony Stewart’s No. 14 Mobil 1 / Bass Pro Shops
Chevrolet Impala in the NASCAR Sprint Cup Series.
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