Copart Expands Hot Rod Racing Sponsorship
FAIRFIELD, Calif. — Copart continues to build upon its sponsorship in professional auto racing, as the company announced recently that it is now the official online vehicle auction of the National Hot Rod Association, something officials said will allow Copart to "expand its exposure."
This is just the latest of moves Copart has made in the racing world. In September, it signed on to be the primary sponsor of Kenny Bernstein Racing's Top Fuel dragster driven by Brandon Bernstein.
"This is another opportunity for Copart to expand its exposure with the NHRA fan base, which has a high percentage of car enthusiasts and do-it-yourselfers," commented Copart president Jay Adair.
"Being named the official online vehicle auction of the NHRA allows us many marketing opportunities that can help increase awareness of our services and demonstrate Copart‘s ongoing commitment to provide the most efficient bidding environment possible," he added.
Under the deal, all 23 NHRA Full Throttle Drag Racing Series events will feature a "major presence" from Copart. This will include trackside signage, public address announcements, an inflatable at the top end of the race track, and big-screen ad spots, according to officials.
Also, the company plans to have additional corporate hospitality at several events.
There will also be campaigns via NHRA platforms like NHRA.com, National Dragster and commercials on ESPN2, the broadcast partner of the racing association.
Copart is also collaborating with NHRA on interactive elements to educate fans of the sport about what Copart can offer.
"Copart is jumping into the sport in a big way, with a comprehensive program that will give them access to NHRA's core audience at all levels," stated Gary Darcy, senior vice president of sales and marketing, NHRA.
"We have the perfect audience to align with their core business and the program will educate our fans about how Copart.com has more than 50,000 vehicles each day for sale online, and is the place for car enthusiasts and do-it-yourselfers to find a great deal on a great vehicle," he added.