Longtime NASCAR sponsor STP this morning is announcing that NBC NASCAR analyst Steve Letarte is its newest endorser. The brand will leverage Letarte at track and in mostly social/digital ads. STP VP/Marketing Jamie Kistner said that aligning with trusted people is important because people view the fuel-additive category suspiciously. As part of the deal, Letarte will hold "Tech Tuesdays" where he will answer consumers’ questions on Twitter.
Letarte will be utilized at the STP 500 at Martinsville Speedway on April 3, and other content is in the works. Letarte formerly was Dale Earnhardt Jr.’s crew chief at Hendrick Motorsports and is in his second year as a commentator. STP’s agency of record is Spire Sports & Entertainment. Adam Stern/SBD