WD-40 and NASCAR link up in 2002.

NASCAR and WD-40 Company, two of the biggest names in the automotive world, announced a promotional partnership and automotive aftermarket licensing agreement at the Automotive Aftermarket Products Expo (AAPEX) in Las Vegas this week. In addition, WD-40 Company will enter into agreements with NASCAR veteran driver Ward Burton and various tracks to be named later.

Commencing with the 2002 NASCAR racing season, the product used by millions of consumers to solve problems on their cars and the products that clean their hands afterwards will be marketed through programs involving the country's No. 1 spectator sport. WD-40 and Lava heavy-duty hand cleaner, both made by WD-40 Company, will become a part of the NASCAR Officially Licensed automotive aftermarket program.

"Our brands are a perfect fit with NASCAR-auto enthusiasts and mechanics rely on our products to help maintain their vehicles," said Garry Ridge, president and CEO of WD-40 Company. "People who use Lava and WD-40 are fans of NASCAR, and they buy our products at retail stores that are also supporters of the sport. It's a win-win situation." With the partnership, WD-40 Company is granted an exclusive right to use the NASCAR marks for advertising and promotion as well as for display on products.

"With regards to home and automotive maintenance, no other company has the brand recognition of WD 40," said Chris Brahe, NASCAR senior account executive, who spearheaded the discussions with WD-40 Company. "That brand recognition and product visibility will give us tremendous promotional support in reaching NASCAR fans across the country."

"NASCAR's endorsement for WD-40 and Lava is fitting," added Odis Lloyd, NASCAR's director of the automotive aftermarket. "These products are used by automotive technicians and consumers alike, both segments of society which have a strong affinity for auto racing." In addition to being an officially licensed partner of NASCAR, WD-40 Company has signed an advertising and endorsement agreement with NASCAR Winston Cup driver Ward Burton.

"I'm excited to be a part of a company like WD-40," Burton said. "Obviously, I've used both WD-40 and Lava in the garage and at the race track for several years. But, I've also had both of these products around the household and on the farm with all my farm equipment. It's great to be a part of a company that has products that I've used virtually all of my life."

NASCAR's Officially Licensed automotive aftermarket program, developed in 1996, seeks to build brand awareness, preference and sales for automotive-related products.