ExxonMobil Global Sponsorship & Motorsports Manager Kai Decker in an email pointed out his company’s increasing interest in NASCAR’s digital and social media efforts. Garate noted that Mobil 1 has been leveraging NASCAR driver Kevin Harvick and former NBAer Dikembe Mutombo to launch the brand’s Annual Protection product in a TV ad that has been in heavy rotation.
Decker also cited multiple studies as to why Mobil 1 extended, including data from Turnkey Sports cited in SBJ indicating that recognition of Mobil 1’s official status with NASCAR was at a three-year high. Mobil 1, which says more than 50% of teams in NASCAR’s three national series use its products, also has a deal with Stewart-Haas Racing. Adam Stern/SBD