Rahal Letterman Lanigan Racing (RLL) announced today that blu eCigs, the electronic cigarette brand widely known for superior style and quality, will be the primary sponsor of the No. 17 Indy car driven by 2011 winner Mike Conway at the Toyota Grand Prix of Long Beach race event April 19-21, 2013. In addition, blu eCigs will be an associate sponsor of the team’s No. 15 Indy car driven by Graham Rahal for the full 2013 season. The partnership will include both strategic branding and personal services as blu eCigs will take on a high-profile role in open-wheel racing across the Indy car team.
“We’re excited to be breaking into IndyCar racing with Rahal Letterman Lanigan Racing, an iconic organization which has a deep championship legacy in the sport,” said Jason Healy, president of blu eCigs. “We’ve seen a very positive response by fans and crew alike from our previous involvement in motorsports, and feel we can create some really engaging marketing and promotional opportunities and drive excitement throughout the 2013 season.”
Since its inception in 2009, blu eCigs has consistently led the charge to introduce e-cigarettes as a new class of smoking alternative to the US market and has done so in a pragmatic way - always keeping the customer experience as the central focus. In April 2012, blu eCigs was acquired by Lorillard, Inc., solidifying blu eCigs as a market trailblazer and further advancing the tremendous growth opportunity represented by the e-cigarette category. Today, North Carolina-based blu eCigs continues to set the standard in product innovation and responsible marketing.
“We are excited to welcome blu eCigs as a partner throughout the 2013 IndyCar season and especially as primary sponsor for our No. 17 car at the Toyota Grand Prix of Long Beach race event,” added Bobby Rahal, co-owner of Rahal Letterman Lanigan Racing with CBS LATE SHOW host David Letterman and Mi-Jack co-owner Mike Lanigan. “Indy car racing is a sport that prides itself on innovative designs and superior performance and we feel blu eCigs is a great fit for the sport and our team.”
Rahal Letterman Lanigan Racing returned to full-time IZOD IndyCar Series competition in 2012 and is beginning its 22nd year of open-wheel competition in 2013. Since returning, the team has had a second place finish in Edmonton and third place finish in Brazil with Takuma Sato, in addition to being a contender for the team’s second victory in the Indianapolis 500.
In January, RLL announced Mike Conway will be piloting the No. 17 car at the Toyota Grand Prix of Long Beach event. Conway was the event’s 2011 winner and made 53 starts in IZOD IndyCar series competition between 2009 -2012. In addition, Graham Rahal, 24, signed a multi-year contract in November to compete in the IZOD IndyCar Series for the team his father, 1986 Indianapolis 500 winner and three-time Indy car champion Bobby Rahal, co-owns as they attempt to add to their 20 wins.
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