Smithfield Foods, Inc.
and Richard Petty Motorsports announced today a three-year extension and
increased investment in Smithfield Foods' NASCAR program with Richard Petty
Motorsports. The company and its family of brands, including Eckrich, Farmland,
Gwaltney, Nathan's and Smithfield, will return as primary sponsors of the
legendary No. 43 Ford Fusion driven by Aric Almirola in the NASCAR Sprint Cup
Series for 29 races in 2014 and beyond under a contract that extends through
the end of the 2016 season.
The announcement was
made today during a luncheon in New York City hosted by Smithfield Foods, RPM
and officials from NASCAR. The agreement increases support from 15 events in
2012 and 25 in 2013 to 29 events in 2014-2016. The partnership with Richard
Petty Motorsports and the NASCAR Sprint Cup Series has been a very effective
marketing platform for the world's largest pork processor, with in-store
promotional activities and tie-ins yielding successively incremental sales results.
"I believe in the
power of NASCAR and Richard Petty Motorsports. My challenge to RPM was to help
Smithfield connect our brands with the sport's 80 plus million fans,"
commented Larry Pope, President and CEO of Smithfield Foods. "Our results
completely validate our participation."
"I also expect that
our increased investment will yield significant infrastructure steps that lead
to our shared vision of Petty Rising to be realized,” said Pope,
announcing the immediate development of a research and development group at
RPM, led by veteran NASCAR team engineer Scott McDougall.
"We are proud to see
the goals of our partnership with Smithfield Foods exceed everyone's
expectations," explained Richard Petty, co-owner of Richard Petty
Motorsports. "During our first meeting with Smithfield, Larry was very
candid in his belief that the NASCAR platform was perfectly aligned with their
customer, but the only way he would invest in the sport was for us to prove the
sport could produce growth for his brands."
"This expanded
partnership is evidence the platform has worked and continues to work,"
continued Petty. "We have worked very hard the past two seasons to
position our team as business and marketing leaders in the NASCAR landscape.
Smithfield's continued commitment with us for years to come will allow us to
focus on winning on the track while still working with Smithfield Foods to
expand their business."
"Some of the
world's most profitable and successful corporations choose to partner with
NASCAR because its proven to drive business," said Jim O'Connell, NASCAR
chief sales officer. "The extension between Richard Petty Motorsports and
Smithfield Foods reinforces that blue-chip brands are confident our sport is
positioned for future growth."
Almirola, who is in his
second full season in the NASCAR Sprint Cup Series with RPM, turned heads
posting four consecutive top-10 finishes at the start of the 2013 season. He
scored a total of one top-five and six top-10 finishes and went on to finish
18th in the point standings, an improvement of two spots from his first full
season in the series. As the ambassador for Smithfield Foods, he has witnessed
the success of the sponsorship first-hand.
"Having Smithfield
expand their program each year is proof the NASCAR Sprint Cup Series platform
and this partnership with RPM is exceeding the business goals of Smithfield and
their brands," Almirola said.
"I see the
excitement at our appearances at-retail. We see it during the charity
initiatives we are a part of with Smithfield's Helping Hungry Homes, Eckrich's
Operation Inspiration and Farmland's support of Harvesters Food Bank. I'm proud
to be a small part of Smithfield Foods and what they do to give back to local
communities as part of our race program. More importantly, I'm proud to be an
ambassador for their brands and am thankful for their commitment to allow us to
compete for wins on the track."
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