Schick is stepping up to challenge Gillette’s reign in the razor category in NASCAR. The Energizer Holdings razor brand has signed a deal with Martin Truex Jr. and will put its decal on Michael Waltrip Racing’s #56 car for as many as 10 races, according to sources familiar with the agreement. It also plans to do product sampling in the coming months at a handful of tracks owned by International Speedway Corp. and Speedway Motorsports Inc. Terms of the agreements were not available. Schick, whose Canadian division signed on to sponsor Canadian-born Nationwide Series driver J.R. Fitzpatrick two years ago, is expected to announce the U.S. sponsorships and promotions at Michigan International Speedway, which hosts a Sprint Cup Series race June 19. The deals move Schick into a territory that has been dominated over the years by Gillette. The Procter & Gamble razor company has been an official partner of NASCAR since 2003 and promoted its sponsorship by signing young NASCAR drivers and developing a “Young Guns” campaign around them. The deal with Truex and Michael Waltrip Racing gives Schick ties to a driver and race team for promotions and marketing. Truex, 30, is 22nd in the Sprint Cup standings. His best finish this year was sixth at Las Vegas. Schick plans to supplement that deal with sampling at the track. It is in conversations with ISC to sample at least two tracks, and SMI to sample at Kentucky Speedway and New Hampshire Motor Speedway.(SportingNews / SportsBusiness Journal)(6-11-2011)
UPDATE: The makers of Schick Xtreme3 Refresh announced a partnership with Michael Waltrip Racing and Martin Truex Jr. to support the launch of Schick Xtreme3 FitStyle Refresh, a high performance razor with a handle designed to invigorate men’s shaves. Schick Xtreme3 will join Truex’s # 56 NAPA Auto Parts Toyota as an associate sponsor beginning at Michigan International Speedway, where Schick Xtreme3 Refresh kicks off the first of 10 in-field activations that will provide refreshing experiences to NASCAR fans. Truex will participate in “meet and greets” with fans at in-field campground sites, where NASCAR attendees can test drive the razor and get a dose of refreshment. A Schick Xtreme3 Refresh RV will feature free razors, shave stations, a refreshing misting station, prize games including a boat race game and a pop-up lounge to watch the races.(MWR)(6-18-2011)
