Looking to tap into the loyalty of NASCAR fans, Sherwin-Williams has deepened an existing relationship with the racing organization to become the official automotive paint of NASCAR.
Sherwin-Williams is already the official paint of NASCAR and the automotive designation takes effect January 1.
The company said that it was "leveraging its recent designation for architectural paint and the power of NASCAR's intellectual property to activate at its more than 3,500 stores nationwide and ignite the passion of its customers -- many of whom are fiercely brand-loyal fans of the sport."
The announcement took the spotlight during a recent presentation at the 2013 SEMA Show in Las Vegas by Adam Chafe, VP marketing for Sherwin-Williams Automotive Finishes and 15-time NASCAR Sprint Cup Series winning driver Greg Biffle.
"Since 2000, some of the biggest names in racing have trusted their race car finishes to Sherwin-Williams," said Chafe. "We're extremely excited and honored to become the 'Official Automotive Paint of NASCAR.' In fact, more than a dozen NASCAR teams currently use Sherwin-Williams Automotive Finishes. We aim to help teams cross the finish line and ensure that their cars and sponsors always look good on the track; that also holds true with every repair and repaint our customers provide."
Biffle also declared that he was among the more than 30 drivers who use Sherwin-Williams Automotive Finishes, who collectively share over 200 NASCAR Sprint Cup Series victories.