blu eCigs & RLL Racing Expand Partnership
After a successful partnership in the first three rounds of the IZOD IndyCar Series season, including primary sponsorship for Mike Conway’s entry in Long Beach, Rahal Letterman Lanigan Racing (RLL) and blu eCigs are expanding their involvement together.
blu eCigs, the electronic cigarette brand widely known for superior style and quality, will become primary sponsor of the No. 15 entry for Graham Rahal in the Sao Paulo Indy 300 in Brazil and will increase its involvement in the 97th Indianapolis 500 Mile Race to major associate sponsor with enhanced branding on the race car.
“blu eCigs has been a great addition to our program this season, and has been very well received by the race team as much as the fans – so we are very pleased to be expanding our relationship together,” said Bobby Rahal, co-owner of Rahal Letterman Lanigan Racing with CBS Late Show host David Letterman and Mi-Jack co-owner Mike Lanigan. “We had the ability to bring on a primary sponsor for Graham’s car in Brazil and are thrilled that blu eCigs has jumped at the opportunity, after an active weekend most recently at the Long Beach Grand Prix.”
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 can be found in over 80,000 retail locations in addition to online and continues to set the standard for product innovation and responsible marketing.
“We are very pleased with the positive response by fans at this year’s Long Beach Grand Prix event where blu eCigs had its first ever presence as an IndyCar primary sponsor. We saw the use of e-cigarettes throughout the event, including by our own pit crew, so the IndyCar demographic appears to be the right match for blu,” said Matt Coapman, Vice President of Marketing at blu eCigs. “We think the upcoming Sao Paulo IndyCar event can amplify both U.S. and international exposure and will be a good fit for the sport and our brand.”