AutoTrader.com and Kelley Blue Book is entering the NASCAR organization and jumping on board with Hendrick Motorsports and Dale Earnhardt Jr.
Kelley Blue Book will be primary sponsor for Earnhardt at Sonoma in June and an associate sponsor for the 2014 season.
Both brands have been involved with Hendrick Automotive Group and Penske Automotive Group and is using the relationships to venture into NASCAR.
“NASCAR is a terrific marketing platform for their products and services, and it presents new opportunities for our companies to work together,” Hendrick said. “We’re excited to welcome a new partner and team them with an incredible spokesperson in Dale Jr.”
Joey Logano will carry AutoTrader.com as his primary sponsor for the July New Hampshire race and the online brand will be an associate sponsor for the 2014 season.
“We’ve looked at NASCAR over the years and felt like this was a good time to jump in,” said Jessica Stafford, senior director of consumer marketing for AutoTrader Group. “This gives us the ability to speak with and engage with the avid NASCAR fans and get into a sport where it is about associating with cars.”
The two year deal is something Earnhardt Jr. is looking forward to.
“As a car enthusiast and dealership owner, I’ve trusted them for years for vehicle valuation and information,” he said.