CARQUEST and Kellogg's Sign Three-Year Co-Primary Sponsorship with Hendrick Motorsports

CARQUEST and Kellogg’s Sign Three-Year Co-Primary Sponsorship with Hendrick Motorsports

Kellogg Co. and CARQUEST Auto Parts have announced a unique three-year agreement with Hendrick Motorsports that secures the two companies as co-primary sponsors of the No. 5 Chevrolet driven by Kyle Busch in the NASCAR NEXTEL Cup Series. Financial terms were not disclosed. Kellogg debuted as primary sponsor of the No. 5 Chevy in 1994, won the 1996 Cup championship with veteran Terry Labonte and continued its support when Busch took the wheel full-time in 2005.

CONCORD, NC — Kellogg Co. and CARQUEST Auto Parts have announced a unique three-year agreement with Hendrick Motorsports that secures the two companies as co-primary sponsors of the No. 5 Chevrolet driven by Kyle Busch in the NASCAR NEXTEL Cup Series. Financial terms were not disclosed.

Kellogg debuted as primary sponsor of the No. 5 Chevy in 1994, won the 1996 Cup championship with veteran Terry Labonte and continued its support when Busch took the wheel full-time in 2005.

In 2002, CARQUEST Auto Parts joined Hendrick Motorsports as an associate sponsor of the Chevrolet driven by Ricky Hendrick in the NASCAR Busch Series. The relationship carried over to the following season, resulting in a Busch Series championship with driver Brian Vickers, and has since transitioned into the NEXTEL Cup Series. CARQUEST backed Busch’s six-race NEXTEL Cup schedule in 2004 and joined the No. 5 team as an associate sponsor in 2005.

Busch, 21, earned two victories and top rookie honors in the NEXTEL Cup Series last season. Under the guidance of second-year crew chief Alan Gustafson, 30, the No. 5 team is currently seventh in the championship standings with six top-10 finishes, three top-fives and one pole position after 11 races in 2006.

Kicking off in 2007, the co-primary platform is a unique approach to NASCAR team branding. Aside from rotating Kellogg and CARQUEST logo placements on the vehicle’s hood and quarter-panels, the base blue, yellow and red paint scheme of the No. 5 Chevrolets will remain unchanged throughout the racing season, allowing sponsor-partners to build broader equity in the team itself.

Different from a “paint-out,” where teams circulate various brand-specific car designs on a limited-event basis, the co-primary strategy allots premium logo locations to a pair of brands while providing the NASCAR audience a consistent visual identity.

For more information, visit: HendrickMotorsports.com .

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