NASCAR adds Flowmaster as a Performance Brand
December 13, 2013, NASCAR.com
NASCAR announced today a new multi-year agreement with Flowmaster designating it as the exclusive NASCAR Performance partner for performance exhaust system components, which include performance mufflers, catalytic converters, headers and installation accessories. Flowmaster will complement their category rights with participation in the NASCAR Sprint Cup Series Contingency Program. Flowmaster will leverage its new designation for exhaust system components and the power of NASCAR’s intellectual property to activate at various retail and wholesale channels nationwide and at-track through aggressive customer hosting.
NASCAR fans are more likely to be do-it-yourselfers when it comes to automotive maintenance and repairs, including mufflers. According to independent research conducted by Scarborough (USA+ 2013 Release 1) among consumers who have a vehicle, NASCAR fans are approximately 50 percent more likely than non-fans to have had a muffler repair or service in the past year and are approximately 55 percent more likely to have either done the muffler repair or service themselves or have someone else do it for free.
“We’re proud to welcome Flowmaster to the NASCAR family because they exemplify the type of reliability our fans have come to expect from NASCAR Performance partners,” said Norris Scott, NASCAR vice president of partnership marketing. “NASCAR teams and contingency sponsors display a level of synergy and teamwork that is unparalleled and continues to be one of the major reasons companies choose to partner with NASCAR.”
The NASCAR Sprint Cup Series Contingency Program strives to build strong relationships with high-quality, performance-driven brands that are leaders in their respective categories and awards money to NASCAR teams after each race and at the end of each season. Flowmaster becomes the third new company this year to join the NASCAR Sprint Cup Series Contingency Program, where companies have their sponsor decals on the front fender of competitor race cars.
"I can’t wait until next February when the Flowmaster brand hits the high banks of Daytona International Speedway in NASCAR’s premier series,” said Flowmaster Chief Marketing Officer Nate Shelton. “We have been developing exhaust systems for 30 years and will continue to manufacture best-in-class exhausts and mufflers for NASCAR fans who demand performance from their car or truck.”
Flowmaster is constantly developing the highest quality exhaust products at its state-of-the-art Research and Development Center in Santa Rosa, Calif., through innovation and decades of manufacturing experience. All Flowmaster mufflers and exhaust systems are developed and manufactured in the USA.
The 2014 NASCAR season officially gets underway with the 56th annual Daytona 500® on Sunday, Feb. 23 at Daytona International Speedway. The Great American Race® will air live on FOX, Motor Racing Network Radio and SiriusXM NASCAR Radio™, with additional coverage on NASCAR.com.