Under the five-year agreement, the tool brand will increase its support of the series in national and local advertising, sales promotions, in-store point-of-sale materials and public relations. The Craftsman brand also renews its status as ‘Official Tools of NASCAR’.
Said Toure Claiborne, Sears’ director of specialty marketing: "Tough tools are vital to performance in a sport known for tough racing, and that makes Craftsman tools a perfect fit for NASCAR. Clearly, there is significant potential to increase our involvement in NASCAR, as a result of the recent merger between Sears and Kmart."
The series is one of America’s fastest growing major sports properties and now the No. 3 motorsports property on cable television.
In 2004, 19 of 25 NASCAR Craftsman Truck Series events experienced increases in the average number of households tuned in. So far this season, an average of 680,000 households (up 16 per cent) and 954,000 viewers (up 21 per cent) have tuned in to each NASCAR Craftsman Truck series event.
Sears’ Craftsman brand has been title sponsor of the NASCAR Craftsman Truck Series since the racing series began in 1995. The sponsorship is one of three NASCAR national series entitlements in the sport, along with the NASCAR NEXTEL Cup Series and the NASCAR Busch Series.
