Menards, the third largest home improvement retailer in the United States, will join RE/MAX as presenting sponsors of the Automobile Racing Club of America (ARCA) Racing Series in 2010. The series will be known as the ARCA Racing Series presented by RE/MAX and Menards.
"This announcement represents the culmination of well over a year of research, negotiation and evaluation of benefits and return on investment," said ARCA Vice President of Marketing and Communications Mark Gundrum. "For ARCA and Menards, we have established a very solid understanding of the opportunities and responsibilities on each side of the agreement. We feel there is tremendous potential for growth of this relationship going forward."
Menards initially partnered with ARCA in February of 2009, introducing a comprehensive sponsorship package anchored by a business-to-business partnership with Ansell Protective Products, LLC. The marketing program in '09 included co-primary team sponsorship of nine time series champion Frank Kimmel, as well as co-sponsorship of ARCA's pole qualifying award, official category sponsorship, and the naming rights sponsorship of the spring race at Toledo Speedway.
Saturday's announcement that Menards will increase its presence to the co-presenting series title role comes as a result of a continuation of the business-to-business program with Ansell, and the addition of a second vendor to the Menards Racing Program in ARCA. Messina Wildlife Management joins Ansell in the motorsports program, the company's first foray into racing sponsorship, with product distribution through the 245 Menards retail outlets.
"On behalf of Messina Wildlife Management, we're very excited to be here and part of this series," said James Messina, the company's Vice President. "This is a tremendous opportunity toward the evolution of our company. We know that this can do a lot for Messina, by way of increased distribution with the Menards home improvement store chain, and through the marketing opportunities this racing program offers. We're extremely excited to be a vendor partner with Menards Racing, and to join Ansell in this joint effort."
Ansell's announced continuation will include extending the relationship with Kimmel Racing, as well as a strong series presence.
"On behalf of our employees worldwide, we are all very excited," said Steve York, Director of Channel Development for Ansell. "I'm proud to say that we have reached an agreement in principal with Menards and Frank Kimmel to return to the ARCA Series in 2010. Since coming on board this year, the program has become a tremendous business opportunity for us. We were able to confirm that ARCA's demographics represent the customers we are trying to reach. It's been a strong year and we can't wait for 2010."
Kimmel, ARCA's all-time active leading driver, finished third in championship points in 2009 in the no. 44 Ansell-Menards Ford.
"It's been a great relationship with Menards and Ansell," said Kimmel. "It's so gratifying to know that both companies will be back full strength with Kimmel Racing in 2010. Toward the end of this year, we really got our program much more competitive and we look forward to building on that. "
Retail offerings at Menards range from lawn and garden supplies to lumber, tools and supplies for landscaping, building and remodeling. The home improvement stores cater to the do-it-yourself consumer and the professional contractor, jobber and installer. Menards is based in Eau Claire, Wisconsin and currently has 245 locations in 12 states.
The 2010 ARCA Racing Series presented by RE/MAX and Menards begins with the Lucas Oil Slick Mist 200 on Saturday, February 6, 2010 at Daytona Int'l Speedway. The race is live on SPEED at 4 p.m. Eastern.