DeWalt Racing Spurs Partnership with the PBR and NBC Sports

TOWSON, MD. (November 14, 2001) -- DeWalt Industrial Tools has partnered with the Professional Bull Riders Association (PBR) and NBC Sports to create the "Watch The Bulls, Win the Tools" promotion. DeWalt will use its NASCAR Winston Cup sponsorship of the No. 17 DeWalt Power Tools Ford Taurus to advertise the November 25th live telecast of the PBR Bud Light Challenge on NBC.

The No. 17 DEWALT Ford, driven by Matt Kenseth, will sport the PBR World Challenge and NBC Sports logos on the hood of the car. NBC announcers will promote the event as Kenseth vies for a victory at Atlanta Motor Speedway and New Hampshire International Speedway.

The "Watch the Bulls, Win the Tools" promotion will allow race viewers a chance to enter to win $5,000 in DEWALT Power Tools. Viewers will be given a password at the World Challenge intermission and will have to log on to www.dewalt.com/pbr in order to register to win. DEWALT is thrilled about the partnership and the opportunity to combine two successful organizations, NASCAR and the PBR.

"DEWALT Racing is excited about partnering with the PBR and NBC in promoting The World Challenge," said DEWALT’s National Event Marketing Manager John Cunningham. "The 'Watch the Bulls, Win the Tools' promotion is a great way to give NASCAR fans an opportunity to watch a great bull riding event and a chance to win power tools."

Jon Howland, Motorsports Manager for DEWALT shares the same sentiments. "From an off-track standpoint, the 2001 season has been the best ever for the DEWALT Racing program. By activating our Winston Cup sponsorship with our key distributors through promotions such as Operation Over Drive, DEWALT Power Drive, and the Ultimate Tool Challenge, we have successfully introduced and sold a record amount of DEWALT tools and accessories this year."

"On the PBR side of DEWALT’s sponsorship, we are very excited to be combining our national racing and bull riding programs and working closely with NBC to execute our promotion," said David Reimann, Event Marketing Manager for the PBR/Rodeo program. "This is a perfect way to get more exposure for the PBR and sport of bull riding. The fan demographics of the PBR and NASCAR seem to mirror each other so we are reaching our target market in one shot."

"We can't think of a better way to end the Winston Cup season than to tie the two DEWALT sponsorships together in an effort to highlight the PBR World Challenge during the last two races of the 2001 Winston Cup season," concluded Howland. "It's going to be a great promotion and we have all the right tools to do it: Matt Kenseth, the PBR, the No. 17 car, and NBC."

DEWALT is the Official Power Tool of the PBR. Today the DEWALT Power Tools line consists of over 200 electric power tools and over 800 accessories including: drills and hammer drills; screwdrivers; circular, chop, miter, table, reciprocating, and jig saws; planers; impact wrenches; die, angle, and bench grinders; shears; nibblers; sanders; laminate trimmers; routers, air compressors, gas powered generators, pneumatics, and plate joiners. This year will be an exciting time for DEWALT as it offers its largest product launch ever - even greater than the initial product line introduction.