STAUNTON, Va. (July 10, 2014) — For the third consecutive year, Federated Auto Parts will sponsor the Federated Auto Parts 400 NASCAR Sprint Cup Series race Sept. 6 at Richmond International Raceway (RIR).
Dubbed the “One Last Race to Make the Chase,” the Federated 400 is scheduled for 7:30 p.m. EDT on Saturday, Sept. 6, and will be televised nationally on ABC-TV.
Last year, more than 2,000 Federated members and customers joined a near capacity crowd at RIR to witness Carl Edwards capture the checkered flag at the Federated 400, the company said.
“Our members and vendor partners have embraced our race sponsorship,” said J.R. Bishop, director of motorsports and event marketing for Federated. “Not only is it an exciting weekend of racing and hospitality, but the feedback we have received from our members and suppliers is that a lot of business gets done during race weekend.
“Our vendor expo held at the track on race day is a big hit and this year several of our vendors are conducting their own ‘Suite Deal' promotions, where winners will get a chance to watch the Federated 400 from a luxury suite at the track.”
NASCAR legend and longtime Federated spokesperson Kenny Schrader will be on hand the entire weekend and will join the “Suite Deal” winners at the race, the company said. He also will conduct a driving experience at the RIR the day after the race for several contest winners.
“RIR's long-term partnership with Federated Auto Parts is one of the best in all of NASCAR,” said Dennis Bickmeier, the raceway's president. “Not only does Federated entitle one of the most prestigious events on the schedule—the final race before the chase for the NASCAR Sprint Cup—but they also activate like no other sponsor in the sport.”
Staunton-based Federated is one of the largest auto parts distribution and marketing organizations in North America.