Kellogg Co. and CARQUEST Auto Parts today announced a unique three-year agreement with Hendrick Motorsports that secures the two companies as co-primary sponsors of the #5 Chevys driven by Kyle Busch in the Nextel Cup Series. Financial terms were not disclosed. Kicking off in 2007, the co-primary platform is a unique approach to NASCAR team branding. Aside from rotating Kellogg and CARQUEST logo placements on the vehicle’s hood and quarter-panels, the base blue, yellow and red paint scheme of the #5 Chevys will remain unchanged throughout the racing season, allowing sponsor-partners to build broader equity in the team itself. Different from a “paint-out,” where teams circulate various brand-specific car designs on a limited-event basis, the co-primary strategy allots premium logo locations to a pair of brands while providing the NASCAR audience a consistent visual identity. “This ‘co-primary’ approach delivers extra value to each sponsor because both are represented in a significant way at each race,” said Patrick Perkins, Hendrick Motorsports’ director of marketing. “By maintaining a standard design throughout the entire season, fans can more easily follow and connect with the team.” For more information, visit Kellogg’s web site at kelloggcompany.com and for CARQUEST Auto Parts, visit www.CARQUEST.com.(Hendrick Motorsports PR)(5-26-2006)
UPDATE/IMAGE: In announcing sponsorship for the #5 Nextel Cup car by Carquest and Kellogg’s through 2009, Hendrick Motorsports owner Rick Hendrick said he also is hoping to lock up driver Kyle Busch for even longer. Busch is under contract through 2008 after the team acted on a two-year option.(SceneDaily.com), and see an image of the schemes on my #5 Team Schemes page.(5-29-2006)
