Grainger Joins RCR in a Multi-Year Partnership
Partnership consistent with Grainger’s marketing approach to make meaningful connections with its customers
Richard Childress Racing (RCR) and Grainger announced today a multi-year partnership that brings a leading broad line supplier of maintenance, repair and operating (MRO) products to NASCAR.
Grainger will serve as the primary sponsor of the No. 31 Chevrolet driven by Ryan Newman for select NASCAR Sprint Cup Series races beginning with the June 7 event at Pocono (Pa.) Raceway. Grainger also will be featured as an associate sponsor on the No. 31 for all Cup Series events in which it is not the primary sponsor. Newman earned a second-place finish in the 2014 championship standings, which came down to the final lap of the season.
This sponsorship is consistent with Grainger’s national marketing approach to make meaningful connections with its customers. In recent years, Grainger has sponsored a summer concert tour and launched a new national advertising campaign. The increasing popularity of NASCAR among its customers and the chance to partner with RCR made this sponsorship appealing to Grainger.
“Both Grainger and RCR share a similar commitment to customers, team members and community, which makes this the ideal partnership,” said Deb Oler, Vice President and General Manager with Grainger. “Our customers are hard-working men and women who represent the backbone of the U.S. economy. They are passionate about NASCAR, and we are passionate about them, so we are thrilled to sponsor and cheer on Ryan and the No. 31. This is a wonderful opportunity for Grainger to celebrate our customers in a personal, unique and exciting way.”
Grainger initially launched its on-track association with RCR in late 2014 at Texas Motor Speedway as an associate sponsor on the No. 31 NASCAR Sprint Cup Chevrolet SS for the final three Cup events, and also served as the primary sponsor of Austin Dillon’s No. 33 NASCAR XFINITY Series entry at the Texas race.
“Grainger’s slogan, ‘For the ones who get it done,’ holds true for what this partnership and RCR stand for,” said Richard Childress, CEO and Chairman of Richard Childress Racing. “We’re proud to have this association with Grainger and look forward to interacting with their customers and employees. We plan to use our Sprint Cup program and RCR campus to showcase the innovative solutions that Grainger provides to its customers.”
Grainger will engage customers in its partnership with NASCAR, RCR and the No. 31 team through several marketing platforms including national racing-themed radio spots, social media and traditional marketing mediums.
Sources: Richard Childress Racing