The ‘Blue Deuce’ will intermittently have an entirely different hue in 2014 on Penske Racing’s Brad Keselowski driven Ford Sprint Cup machine. Miller Lite will continue to hold the major sponsorship for most of the season but Alliance Truck Parts will be a primary partner for eight races this coming year.
Daimler AG (think Mercedes) owns Alliance which is a heavy-duty truck parts and accessory manufacturer. They had partnered with Penske Racing in the Nationwide Series for the past four seasons with Sam Hornish Jr. as the driver using a striking yellow livery. Hornish, who missed out on a championship last year by a mere three points, was let go when Penske couldn’t find adequate funding for this season.
Moving on up
However, Alliance will take their funding to new heights aboard a team and car that won the championship the year before last. Along with moving into a higher profile marketing arrangement, the Alliance sponsored racecar will once again be bright yellow with black lettering and Keselowski will wear a yellow top and black pants driving suit.
Said Friedrich Baumann, Sr. VP, Aftermarket, Daimler Trucks North America, in a statement:
“Our participation in NASCAR has increased brand awareness of Alliance Truck Parts with our target customers and we look forward to continued success with this world-class race team.”
Miller Lite had extended their partnership with Penske and Keselowski last fall through 2017, but was no longer going to be a full-season sponsor, making this additional partnership vital for the team. By the way, the paint scheme will have a portion of the rear quarter panel offered to Miller Lite when they aren’t primary sponsor. See Twitter announcement with picture here. Note: Alliance will have prominent placement as an associate on the Blue Deuce as well.
Alliance Truck Parts are found in nearly 1,000 locations across North America including several heavy-duty truck manufacturers and several hundred truck stops. The relationship between Penske and Alliance goes back to Roger’s involvement with his Penske Truck Rental business. Said Brad Keselowski,
“This is a natural partnership as Penske and Alliance Truck Parts are both strong transportation-based companies.”
The first time Alliance Truck Parts yellow paint scheme will adorn the Penske Racing #2 Ford Fusion will be the second race of the 2014 Sprint Cup season at Phoenix.