Pep Boys Becomes IRL Title Sponsor
21 January 1998
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In addition to strong advertising and promotional support, Pep Boys will award $1 million to the Pep Boys Indy Racing League's championship team. "The Pep Boys Million" will be evenly divided between the winning car owner and winning driver. Also, Pep Boys will contribute to the purse at each Pep Boys IRL event.
"The Pep Boys Indy Racing League series unites two excellent brand names that are targeting the U.S. market," said Rick Hammill, vice president of advertising for Pep Boys. "This partnership brings two organizations together that are committed to leadership and excellence. Both organizations are deeply rooted in the United States and both are growing. And of course both of us share a common business interest in automobiles and driving."
The united effort is symbolized by a new IRL series logo, incorporating the Pep Boys name above the symbol of the Indy Racing League. The new series logo was unveiled during a news conference in Indianapolis where the agreement was announced.
The agreement will present opportunities for Pep Boys to use its stores to help build both brands through in-store promotions, advertising and customer hospitality.
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"Pep Boys' investment in the series, combined with their advertising and promotion expertise, will help both of our organizations grow and strengthen our brand identities during the next five years," said Leo Mehl, executive director of the Indy Racing League. "Our drivers, teams and car owners are very excited about having such a quality organization as our title sponsor."
Pep Boys will become the official auto parts store of the Indy Racing League and of the Indianapolis 500 Mile Race, in addition to becoming the title sponsor of the Indy Racing League.
Pep Boys is the nation's leading automotive aftermarket retail and service chain with 698 stores in 33 states, the District of Columbia and Puerto Rico. The company employs more than 24,000 people nationwide, with total annual sales in excess of $1.8 billion.
The Indy Racing League is the nation's premier open-wheeled, oval track series, founded on the tradition of the Indianapolis 500. The IRL will begin its third season of competition on January 24 with the Indy 200 at Walt Disney World Speedway at Orlando. The league competes at some of the best oval racing venues in the United States, including: Phoenix International Raceway; Texas Motor Speedway at Fort Worth; Pikes Peak International Raceway at Colorado Springs; Charlotte Motor Speedway; Dover Downs International Speedway at Dover, Delaware; New Hampshire International Speedway at Loudon; Atlanta Motor Speedway; Las Vegas Motor Speedway; and Indianapolis Motor Speedway.
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Other top drivers in the IRL include Buddy Lazier, winner of the 1996 Indy 500; Scott Sharp and Buzz Calkins, co-winners of the first IRL championship; and Jim Guthrie, Robbie Buhl, Scott Goodyear, Davey Hamilton, Billy Boat, Jimmy Kite, Eliseo Salazar, John Paul, Jr., Kenny Brack, Stan Wattles, Tyce Carlson, Roberto Guerrero, Mark Dismore, Raul Boesel, Jeff Ward, Dr. Jack Miller, Eddie Cheever, Jr., Stephan Gregoire, Greg Ray and Sam Schmidt.
Editors Note: The images displayed in this article (plus many more) can be viewed in the Racing Image Galleries from The Callahan Racing Page.
