A new partnership with Hendrick Motorsports has 3M off to the races. The company has signed a three-year contract to become the primary sponsor of NASCASR driver Jeff Gordon’s No. 24 car, starting in 2015.
The brand will use its sponsorship — which includes 11 Sprint Cup races every year — in product launches and promotions.
“At 3M, we play to win, and we push hard every day to do just that,” SVP global sales and marketing Jesse Singh said. “With this deal, we align with champion driver Jeff Gordon and an organization at the top of its game in Hendrick Motorsports. What they do in the garage and on the track exemplifies what we’re all about in our labs, plants and business teams around the world.”
But the sponsorship isn’t its first time dealing with NASCAR — some 65 3M products are used on race cars, and has partnered with NASCAR in various capacities since 1995.
“The range of 3M’s business is just incredible,” Hendrick Motorsports owner Rick Hendrick said. “It’s an amazingly diverse company that spends billions in research and development to continue rolling out new and innovative products. We’re already using many of them throughout the organization, and when you consider the potential for both consumer and business-to-business programs connected to our sport, the possibilities are endless.”