Yard-Man cuts deal with NASCAR
The three-year agreement, which begins with the 2007 NASCAR season, is an outgrowth of Yard-Man’s increasing presence in motorsports and includes category exclusivity with the sanctioning body. The recognizable NASCAR logo will also be emblazoned on all Yard-Man packaging for products in the company’s category. Along with this new partnership, Yard-Man will continue to support its multi-faceted NASCAR-themed marketing program with race team sponsorships and more.
“NASCAR is pleased to partner with Yard-Man, the industry leader in consumer lawn and garden equipment," said Jim O’Connell, Vice President of Corporate Marketing for NASCAR. “Yard-Man embodies characteristics synonymous with racing – speed, power, handling and performance. We’re already seeing some exciting plans to communicate these attributes to the NASCAR fan base in new and creative ways."
“Yard-Man’s NASCAR partnership extends our successful strategic alliance with racing and provides a national platform to reach our customers," said Tim Coughlin, Director of Marketing, MTD Products, Inc. “We are looking forward to a strong partnership."
The brand will augment the NASCAR sponsorship with a fully integrated racing program that includes continuation of its NASCAR Busch Series team sponsorship and NASCAR-themed advertising.