NASCAR has a new partner. No, it’s not one that you would think about on a daily basis. Well maybe, it depends on what you do for a living.
Sherwin-Williams, the United States’ number one paint and coatings company and third in the globe, has signed on to become the Official Paint of NASCAR. The company will also be a contingency sponsor in the NASCAR Sprint Cup Series, NASCAR Touring & Weekly Series as well as the GRAND-AM Series. As part of the contingency program, Sherwin-Williams will also be the title sponsor of the “fastest lap award” in the NASCAR Sprint Cup Series on a weekly basis.
Since 2000, Sherwin-Williams has invested in NASCAR. They’ve sponsored several teams over the past decade. Most recently, they’ve sponsored Greg Biffle in the NASCAR Sprint Cup Series as well as Joey Coulter in the NASCAR Nationwide Series when he drove for Richard Childress Racing. The company has spent their fair share of funding on NASCAR. The company also sponsors CJ Faison in the NASCAR K&N Pro Series. Whether it is a primary sponsorship or an associate sponsorship, Sherwin-Williams has been able to back drivers when they have an open spot on their cars.
The company will also join the NASCAR Fuel For Business Council. Not too many fans have heard of this program before since it’s mainly an industry sort of thing. The program brings together each of NASCAR’s 60+ official partners four times per year as they buy and sell each other’s products. For Sherwin-Williams, this program can help expand their business in plenty of ways, including with other Fortune 500 companies.
Joseph Wolkin can be followed on Twitter at @JosephNASCAR.