K&N, which handles its marketing activation and negotiations in house, originally signed on as title sponsor in a seven-year deal signed in '10. Yorkman said the deal represents the largest sports marketing expenditure in the California-based company’s history.
“We've never participated on something on this level before, so it was a little scary going into it when we did the first deal five years ago. But NASCAR has made it really easy and turnkey for us, so it was pretty easy to take advantage of all the stuff that was offered. And to highlight what we brought to the partnership — not just dollar figures — but more about the R&D and technology, for us to be able to turn and relate that to our partners or customers, that has been a big benefit."
GREENER ON THE OTHER SIDE: Activation wise for this year, the company is doing store visits away from the track where it brings out drivers and cars to nearby auto-parts stores close to where the race on a given weekend is being held. It also will have at-track activation in the forms of signage, samples and representatives who are on hand to share product info and generate leads. The company also is in the midst of a TV ad campaign for a spot that’s centered around NASCAR. For '16, the company is planning to create a campaign around the NASCAR Green program, though details have yet to be developed. Adam Stern/SportsbusinessDaily.com