NHRA: Jim Yates Inks Major Sponsorship
23 October 1997
Northbrook, Ill. (Oct. 21, 1997) -- Old World Industries, Inc., a worldwide marketer and supplier of automotive parts and chemical products, announced today a major sponsorship agreement with Jim Yates, the reigning National Hot Rod Association (NHRA) Pro Stock champion.
Three of the company's leading products, SplitFire Spark Plugs, Peak Anitfreeze and Peak Premium Motor Oil, will be the primary sponsors on Jim Yates' Pontiac Pro Stock, beginning in 1998, the same year Old World Industries celebrates its 25th anniversary. The three-year agreement, which extends into the next millennium (1998-2000), is the first major sponsorship involvement by Old World Industries in NHRA racing.
The SplitFire/Peak Racing Team will make its NHRA debut at the season-opening Chief Auto Parts Winternationals, Jan. 29 - Feb. 1, in Pomona, Calif.
"Like Old World Industries, Jim Yates has worked hard to become a performance leader and we're proud to have him join our team," said Jeff Stauffer, vice president of marketing for Old World Industries. "We're also looking forward to working with the NHRA, which provides a target audience and a great performance arena to promote SplitFire Spark Plugs, Peak Antifreeze and Peak Premium Motor Oil."
Yates, 44, of Alexandria, Va., is having another banner year on the NHRA circuit. He won his second consecutive NHRA Winston Pro Stock series championship by clinching the title last week at the Texas Motorplex near Dallas. With two races remaining, Yates has won nine national events this season, appeared in 12 final rounds, qualified No. 1 eight times and accumulated a 57-11 elimination round record.
"Being involved with Old World Industries is a great opportunity for our race team," said Yates. "We're anxious to get the sponsorship program started and are looking forward to continuing our success under the SplitFire/Peak Racing Team colors."
Yates is currently in his ninth season racing a Pro Stock car on the NHRA circuit. After strong season finishes in 1994 (fourth) and 1995 (second), he reached the pinnacle in 1996, winning his first NHRA Winston Pro Stock series championship. Yates has 19 career victories (17 in the last two years) and has appeared in 36 final rounds.
Old World Industries, a privately-held company with world headquarters in Northbrook, Ill., is an active marketer and seller of automotive parts and chemical products in more than 50 countries. The company's key brand names include: SplitFire Spark Plugs and Wire Sets, Peak Antifreeze, Peak Premium Motor Oil, Sierra Antifreeze, Hard Driver Synthetic Oil Filter, Peak Premium Windshield De-Icer/Cleaner.