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Evernham Motorsports Measures Up with the Stanley Works

STATESVILLE, N.C. (October 16, 2004) – As it prepares for the 2005 NASCAR Nextel Cup Series season, Evernham Motorsports has a powerful new tool in its toolbox – a new sponsorship from The Stanley Works, one of the world’s best known brands of tools, hardware, security and home improvement products.

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Stanley races into the NASCAR Nextel Cup Series in a multi-faceted marketing program that will build the Stanley brand across a broad, diversified audience. The bright yellow Stanley notched logo will be carried on the Nos. 9 and 19 Dodge Dealers/UAW Dodges as an associate sponsor throughout the season. In addition, Stanley will be the primary sponsor on the No. 91 Dodge of Bill Elliott for four NASCAR Nextel Cup Series races next year.

“This is an incredible opportunity for Stanley to partner with one of the best-known names in motorsports to build our brand with do-it-yourselfers, construction professionals, industrial customers and mechanics,” said Don McIlnay, President of the Stanley Tools Group. “Stanley and Evernham Motorsports are ideal partners because both organizations are founded on a legacy of integrity, innovation, quality, performance and a commitment to winning. We’ve got the tools to finish the job, and they have the teams to finish up front.”

“Our new motto for Stanley Racing is ‘Measure up, keep the hammer down and don’t get nailed’,” said Scott Bannell, Stanley’s Director of Corporate Marketing.

Stanley selected Evernham Motorsports because the team provides on-track visibility at the front of the pack for NASCAR Nextel Cup Series action. It also delivers a powerful off-track association with the broad-based opportunities of Evernham Motorsports – the leadership and mechanical innovation of Ray Evernham; the passion and performance of Jeremy Mayfield; the fresh, young appeal of Kasey Kahne; and the veteran authority of Bill Elliott. This allows Stanley to reach do-it-yourselfers, construction professionals, industrial customers and mechanics who already have a great affinity for auto racing.

“As someone who started out as a mechanic, I’ve always trusted MAC tools and Stanley tools for performance and durability,” said Ray Evernham, President and CEO of Evernham Motorsports. “I really respect their commitment to innovation, quality and leadership, and I’m proud to have them as a sponsor for our three NASCAR Nextel Cup Dodges for 2005. Stanley brings universal appeal, a widely recognized brand, international retail distribution and millions of loyal customers, and we’re looking forward to having their customers cheer for our Dodges.”

The Stanley Works will activate its partnership with Evernham Motorsports and Dodge in a multi-level campaign including new product launches for each of its businesses, key customer outreach efforts, retail marketing efforts and internal promotions. All of the popular Stanley brands will be involved in the program, including Stanley Bostich, Stanley Pronto, Stanley Vidmar and Stanley Best.

Motorsports is an ideal marketing venue for The Stanley Works because there is such a high correlation between motorsports fans and those interested in or employed in the construction and home improvement category. In fact:

  • NASCAR fans are more engaged in home improvement than non-race fans, as 71 percent of fans are more likely to do the projects on their own than non-fans (66.3%).
  • NASCAR fans are more likely to own tools, such as power tools and hand tools, than non-fans.
  • NASCAR fans are more likely to be employed in the construction industry than non-fans, and are more likely to have influence over buying decisions of construction-related materials.

    “Almost every NASCAR fan is a current or potential customer for Stanley, whether male or female, whether they use tools on the job or at home,” Bannell said. “From the measuring tape and hammer in the family toolbox to the pneumatic tools on job sites to automatic doors in airports and hospitals, Stanley touches almost every American household, everyday. At work, Stanley tools and products are found throughout manufacturing facilities, industrial settings and front-office operations in a wide range of industries.”

    The Stanley Works has long been involved in NASCAR through its MAC tools brand. The Stanley Works was a pioneer in the sponsorship of NASCAR racing as one of the first tool companies to provide support for the NASCAR Busch Series in the 1980s, including involvement with teams such as Cecci-Welliver.

    About The Stanley Works
    The Stanley Works (NYSE: "SWK") is a worldwide supplier of consumer products, industrial tools and security solutions for professional, industrial and consumer use. Consumer products include hand tools, mechanics tools, tool storage, hardware, and home décor items. Industrial tools include fastening systems, auto assembly tools, storage systems, professional laser measuring and leveling tools and hydraulic attachments. Security Solutions includes the integration and supplying of security systems and access control solutions, including automatic door and locking systems for commercial applications.

    Our innovative Consumer and Industrial products help people utilize their skills, express their creativity and realize their visions on work sites around the globe. Brand names include Stanley®, Husky®, Goldblatt®, Bostitch®, Jensen®, Mac®, Proto®, La Bounty®, Vidmar®, CST®, David White® and ZAG®. Our Security Solutions brands include Stanley, Best®, Blick and Frisco Bay. Contact us at 1-800-STANLEY or at www.stanleyworks.com.

    About Evernham Motorsports
    Evernham Motorsports is a leading team in the NASCAR Nextel Cup Series. Founded by CEO Ray Evernham in 2000, the team is in its fourth season of competition at the highest level of NASCAR racing; with drivers Jeremy Mayfield in the No. 19 Dodge Dealers/UAW Dodge, Kasey Kahne in the No. 9 Dodge Dealers/UAW Dodge and Bill Elliott in the No. 91 Evernham Motorsports Dodge. For more information on Evernham Motorsports, visit www.evernhammotorsports.com.

     

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