CARQUEST Joins No.5 Chevrolet as Co-Primary Sponsor in 2007
- Oct 30, 2006
- Team Hendrick
CARQUEST Auto Parts is the official auto parts supplier to Hendrick Motorsports. In 2002, CARQUEST joined Hendrick Motorsports as an associate sponsor of Chevrolets driven by Ricky Hendrick in the NASCAR Busch Series. The relationship carried over to the following season, resulting in a Busch Series championship with driver Brian Vickers, and has since transitioned into the NEXTEL Cup Series. CARQUEST backed Busch’s six-race NEXTEL Cup schedule in 2004 and joined the No. 5 team as the senior associate sponsor for 2005 and 2006.
In 2007, Kellogg Co. and CARQUEST Auto Parts will begin a unique three-year agreement with Hendrick Motorsports that secures the two companies as co-primary sponsors of the No. 5 Chevrolets driven by Kyle Busch in the NASCAR NEXTEL Cup Series.
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 No. 5 Chevrolets 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.
“CARQUEST store owners and employees across the U.S., Canada and Mexico share in the excitement of partnering with Kellogg to sponsor (Kyle Busch and the No.5 team),” says Ray Birden, senior vice president of marketing for CARQUEST. “We are thrilled to showcase the talent of 2005 Rookie of the Year Kyle Busch to our customers and NASCAR fans. Kellogg and Hendrick Motorsports have a long tradition of championship-caliber teams and we are excited to be a part of this for years to come.”
CARQUEST Auto Parts is committed to serving its customers through more than 3,400 locations across North America. It the premier supplier of replacement parts, accessories, supplies and equipment for virtually all makes of automobiles, as well as light and heavy-duty trucks, off-road equipment, buses, recreational vehicles and agricultural equipment. Additionally, we distribute and sell tools, equipment, chemicals, paint and accessories.
For the location of the nearest CARQUEST Auto Parts Stores, call 1-800-492-PART (7278) or visit CARQUEST.com.