First-time NASCAR sponsor joins Earnhardt's No. 88
February 13, 2014, Staff report, NASCAR.com
With the season upon us and the 2014-opening Daytona 500 right around the corner, Hendrick Motorsports announced Thursday that it has added Kelley Blue Book as a full-time sponsor of Dale Earnhardt Jr.'s No. 88 Chevrolet SS NASCAR Sprint Cup Series ride.
The vehicle valuation and information source has signed on for a two-year agreement, providing the company prominent brand placement on the No. 88 throughout the Cup schedule in a full-season associate sponsorship, with one event each season featuring Kelley Blue Book as a primary sponsor.
"Kelley Blue Book's sponsorship in NASCAR is the next step in communicating our brand strength and recognition as a vehicle valuation pioneer and leader for new-car shopping and research," said KBB vice president of operations Steve Lind, whose organization will be making its first foray into NASCAR team sponsorship. "By supporting successful race car driver Dale Earnhardt Jr. and Hendrick Motorsports, coupled with NASCAR's brand equity, we will reach even more consumers with our message -- providing helpful, transparent information on KBB.com to help car shoppers make the best decision possible."
Earnhardt, 39, has posted 19 career victories in Sprint Cup Series competition, including the 2004 Daytona 500. The Kannapolis, N.C., native has earned three consecutive Chase for the NASCAR Sprint Cup berths and has been voted by the fans as NASCAR's most popular driver 11 times. He finished the 2013 season fifth in the championship standings with a career-best 22 top-10 finishes.
"I'm looking forward to our partnership with Kelley Blue Book," said Earnhardt, who will drive the No. 88 Kelley Blue Book Chevrolet SS at Sonoma (Calif.) Raceway on June 22. "As a car enthusiast and dealership owner, I've trusted them for years for vehicle valuation and information. It's exciting to work with a partner that's new to the sport, and I'm proud Kelley Blue Book will be on board with the No. 88 team for their debut season in the NASCAR Sprint Cup Series."
Earnhardt isn't the only one excited to have the popular automotive organization on board.
"On the dealership side, we've worked with Kelley Blue Book for many years," said Rick Hendrick, owner of Hendrick Motorsports and chairman of Hendrick Automotive Group. "NASCAR is a terrific marketing platform for their products and services, and it presents new opportunities for our companies to work together. We're excited to welcome a new partner and team them with an incredible spokesperson in Dale Jr. It's a great combination with the potential to grow even more."