SPRINGFIELD, Mo. (Nov. 6, 2008) — O'Reilly Automotive Inc. and NASCAR have signed an exclusive multi-year agreement for O'Reilly to become the racing organization's official auto parts retailer.
The agreement allows for O'Reilly Auto Parts to be an exclusive NASCAR partner and use NASCAR trademarks and marketing programs in its 3,277 stores in 38 states, and in related media.
As part of the agreement, O'Reilly will become a contingency sponsor for racing competitors as well as provide season-ending awards in both the Sprint Cup Series and Camping World Truck Series. The O'Reilly Auto Parts “People, Service and Performance” Award presented by the company recognizes the team effort made both on the track and in the pits.
A longtime NASCAR participant, the auto parts chain is currently the title sponsor of six NASCAR events in 2008, including the O'Reilly 300 and O'Reilly Challenge Nationwide Series races, both held at Texas Motor Speedway. Additionally, the company sponsors the Checker O'Reilly Auto Parts 500 Cup Series race at Phoenix International Raceway.
“We are excited to grow our relationship with NASCAR to this new level,” said Greg Henslee, O'Reilly Auto Parts CEO and co-president. “Becoming the official auto parts retailer of NASCAR is a unique opportunity to deepen our connection with loyal race fans, build the O'Reilly brand and continue our support of motorsports from local grassroots up to the national stage.”
The platform, branded as NASCAR Performance, includes exclusive marketing rights, the ability to co-brand products and product packaging as well as involvement in a number of integrated media programs, according to O'Reilly.
Odis Lloyd, NASCAR managing director, automotive aftermarket, said bringing O'Reilly onboard as an exclusive partner “will serve our fans well with their automotive needs. O'Reilly is a familiar name with our fans and has been associated with NASCAR on both the local track and race sponsorship level.”
That relationship and value with NASCAR, he continued, was a “key factor in O'Reilly expanding its presence in the sport and joining our automotive program.”
Springfield-based O'Reilly, founded in 1957 by the O'Reilly family, is one of the nation's largest specialty retailers of automotive aftermarket parts, tools, supplies, equipment and accessories, serving both the do-it-yourself and professional installer markets.