CORPORATE
SPONSORSHIP & MARKETING PARTNERS- A VITAL PIECE OF THE SWEENEY RUSH RACING
SERIES SUCCESS STORY
By Doug Kennedy
July 9, 2015
(Pulaski, PA)…Nothing
goes more hand in hand in racing than sponsorships.
From race car sponsorships, to track sponsorships, to series
sponsorships; and the latter is where the RUSH Racing Series has excelled in
acquiring since its inception.
Throughout 2015, RUSH will distribute over $85,000 in actual product to its
racers through the support of numerous national and regional manufacturers.
The Series branding and most visible sponsor is Sweeney
Chevrolet Buick GMC/Pace Performance. They
have been the title sponsor of the Series led by Vicki Emig and Mike Leone since
2011 and now involved with all three series, Late Models, Sportsman Modifieds,
and Pro Stocks. The Boardman, Ohio
dealership of both new and used cars, along with their performance side Pace
Performance is one of the top crate engine dealers in the country.
“We were looking to expand our brand to a larger area in
both our wholesale department at Sweeney Chevrolet Buick GMC and our performance
division of Pace Performance,” said Sweeney Parts Manager, Matt Fullerton.
“The RUSH Series has grown very rapidly and in turn helped us expand our
business also.”
As title sponsor, Sweeney gives the series an operating
budget that helps get RUSH moving to all its events each year.
“We will do three engine giveaway this year, a GM 604 to the RUSH Late
Models that was just recently won by Ohio's Ryan Markham, a GM 602 for the RUSH
Sportsman Modifieds, and a GM 604 in conjunction with the new RUSH Pro Stock
Series at Lernerville Speedway. These
promotional events are a great way to build excitement for both the fans and
drivers alike,” said Fullerton.
“It’s a perfect fit with the business we’re in.
We love the grass roots racing and are glad that we can help with its
growth,” continued Fullerton. “This
has been a great arrangement that has helped get our brand out to so many
different people. We have become
more of a regional company over the years thanks to our affiliation with RUSH.”
“We cannot stress it enough that the Sweeney Chevrolet GMC
Buick RUSH Racing Series would be just a shell of itself without the
overwhelming support of our corporate sponsors,” stated Emig.
“Our relationship with Sweeney/Pace and our representative Matt Fullerton
continues grow as has RUSH- they are truly the foundation from which we have
been able to have the confidence to move forward in our continued goal of
developing crate racing. Blending in
the second layer of so many reputable product manufactures simply seals the deal
that not only provides a professionally run series to our racers, but also
provides them with as much other support, i.e. product, etc. that can be
beneficial to their racing programs.”
“We’ve been involved since day one with Vicki (Emig),” said
Brett Neupert, Manager of Hoosier Tire Mid-Atlantic and Precise Racing Products.
“We know she is a good promoter and puts
her heart and soul into everything she promotes.
It’s more than her business, it's her passion.”
Neupert went onto say how he really appreciates the
consistency that the series delivers.
“She’s never satisfied with just creating something, but is always trying
to make it bigger and better for her sanctioned tracks and their drivers.”
Hoosier Tire Mid-Atlantic is the official distributor of
the RUSH Hoosier spec tires. “We’ve
aligned ourselves with RUSH’s contingency sponsors to help grow the entire
racing economy in the area,” said Neupert.
He also added how the RUSH Series has provided valuable
exposure. “We work with a lot of sanctioning bodies and RUSH is one of the best
in giving us a tremendous amount of exposure.
As long as she stays with Hoosier we’ll continue to support RUSH.”
Besides being the official tire of both the RUSH Late Model
and Modified Series, Precise Racing Products presents the “Pedal Down” Hard
Charger program for both series.
“We were familiar with her (Vicki) and had worked with her
at her track (
“Her goals of keeping racing affordable are spot on, “added
Joe Skotnicki, Sales Manager of Insinger Performance/Sunoco.
“Keep the racers racing and satisfied with our products and we will
continue to head down the road with the RUSH Series.”
“It’s a grassroots Series,” said Thompson.
“Grassroots racing and supporting racing is part of our heritage.
The profit we make from fuels is a drop in the bucket compared to Sunoco
overall, but what it does give us is a budget to continue to support and be part
of racing.”
This is now Sunoco’s third season of being the “Official
Fuel” of the RUSH Late Models. Their
presence is also visible in the Northern and Southern Late Model Touring Series
co presenting the Series with their distributors Insinger Performance and Bazell
Race Fuels.
Jones Racing Products based out of
Jones Racing Products, the official “Belt Drive System” of
the RUSH Racing Series manufactures all of its products at its
“Prior to us joining the RUSH Series in 2015, we had been
following the racing of the Series for a few years,” said Jones Racing Products
President, C.J. Jones. “We liked
their focus on crate racing and it brought us the opportunity to bring the
technology of our crate belt drive systems to the forefront of a series that
puts the racer first and that intrigued us.”
“We like the coverage area of the Series, both the touring
level as well as the weekly-sanctioned speedways, which both stretch across a
number of states and Canada,” said Jones.
“We like their drive and dedication to the crate engine and promoting
crate racing. “They really know how to take care of their sponsors and are
always open to new ideas and opportunities for promotions.”
Sylvan Easler of Alternative Power Sources, a Gibsonia,
Pennsylvania based company that has been dealing in generators since 1995 said,
“I think the RUSH Series is a great entry level into Late Model racing.”
Alternative Power provides RUSH with a generator to utilize
at their events and also contributes a generator to Manufacturers Night, one of
the events most valuable prizes. “I
think the RUSH Series is helping racing so I want to help RUSH,” said Easler.
“We learned of the Series through a third party connection,
Mike Vaughn of the NeSmith Racing Series.
After reviewing what the RUSH Series was doing, we thought it would be a
good fit for our marketing program,” said Roy Dies of ARbodies, who provides the
Series with 15 nose kits to giveaway to Late Model teams in part through the
“Nosed Out” contingency program as well as Manufacturers Night.
“I like the fact that they cover such a broad geographical
area with their tour which introduces our products to a wide range of racers,”
continued Dies, whose company is based out of Greenbrier, Tennessee.
ARbodies is a source for asphalt and dirt race car bodies and
accessories. “I think that the visibility
is great. Anytime you can surround
yourself with professional people that have your best interest in mind, you know
your marketing dollars are being well spent,” said Dies.
Maxima Racing Oil has been based out of
Gene Jones of Maxima said, “We were looking for more
involvement in the Northeast with racers and engine builders. Vicki (Emig) and
the crew at RUSH introduced us to engine builders and racers.
As a result, we have a couple of prominent engine builders and racers now
using and recommending our products.
They have an interest in helping to bring the best products available to the
racers and help manufacturers like Maxima Racing Oil grow with them.”
Maxima is the “Official Oil” of both the Late Model and
Modified Series. This is their first year
with RUSH and with tremendous help from Emig, Maxima was able to find a
distributorship (Precise) in the Pennsylvania and Maryland areas
“Bilstein is unique because we deliver world class
performance for a Saturday night price.”
Those were the words of Jim Hiland of motorsport sales for Bilstein
Shocks. The company has been involved
with the RUSH Series since 2014 when they sponsored the Bob Williams/Alan
Dellinger car.
Bilstein’s warehouse and motorsports shop is located in the
heart of NASCAR country,
“I’m excited about the RUSH program in general because it
brings the grass roots element back into the sport with regards to cost
containment,” said Hiland. “I hate
to see shocks pricing people out of racing.
The way Vicki is doing the RUSH thing, it gives people the opportunity
to continue to race.”
Bilstein, which has been in operation since 1954, is the
“Official Shock” of both the Late Model and Modified division of the RUSH
Series, but is only required to be used in the Modified class.
“It’s a good visibility for us because it’s given us the
opportunity to prove that a $135 shock can compete heads up with a shock that
costs five to ten times more money,” said Hiland.
“We are concerned about the longevity of the sport and wanted to make
sure there was a series available
where somebody doesn’t want to spend five figures every year and wants to race
competitively for less than that and race on a level playing field.”
Randy Cotteleer, President and owner of TBM Brakes located
in Camarillo, California, likes the RUSH Series because he believes that
sponsoring a grassroots series is good for the growth of the sport.
“I like the fact that RUSH is catering to growing the sport
with a lower cost series that allows racers to compete at a high level without
incurring the costs of some of the higher budgeted racing series.”
MSD Ignition of El Paso, Texas, a 45-year-old company
specializes in developing, manufacturing, and testing ignition controls,
distributors, ignition coils and coil packs, spark plug wires, and a host of
other performance accessories. MSD
is the “Official Ignition” of both the Late Model and Modified Series.
“As the Official Ignition of RUSH, we strive to provide top
quality ignition parts at an affordable price, “said Philip Chacon. “The RUSH
Racing Series is a great example of a series that focuses on the grassroots
racer giving them exactly what they want….RACING.”
“MSD and RUSH is a win-win combination.
Not only do we get to support hundreds of racers throughout the
Northeast, but we gain great exposure as a company with everything RUSH provides
in the way of advertising and racer awareness.”
Director of Operations of TBM Brakes, Jason Smith, talked
about the company’s involvement since 2013.
“Vicki and Warren (Gilliland), the previous owner, got together and
started talking and hit it off because she had a passion for growing the series
and he had a passion for growing the company and it seemed like a good fit.”
TBM is currently involved in sponsoring the “Tough Brake of
the Night” program that awards the driver who had things go wrong on a
particular race night at all touring events for the Late Model and Sportsman
Modified Series and is a contributor at both Series’ Manufacturers Night.
The “Tough Brake” driver receives three
bottles of brake fluid and a 20% gift certificate on all other TBM products. “I
think it’s a chance to showcase our product to up and coming racers,” said
Cotteleer.
“They’re doing such a great job of promoting the series,”
said Smith. “It’s definitely helping
us branch out and moving our name around-it’s just a great series.”
Bobby Lake of High Gear Speed Shop and proud grandfather of
14-year-old Late Model racer, Michael Lake, presents $100 to the fastest
qualifier and $25 to each heat race winner, no matter how many there are, at
each Late Model qualifying event and also provides certificates throughout the
racing season. His two on-track
promotions are known as “Shock the Clock” and “Beat the Heat”.
“Vicki and I were talking a few years back about
sponsorships and I felt like maybe we should do something to help my business
somewhat,” said the
Two and half years ago, Bobby bought the business from Doug
Horton and besides the Warrior race cars, sells anything dealing with racing
parts.
Joe Beyea who heads up
“We got involved because of the exposure to the racing
community,” said Beyea. “It keeps
our name visible to a large base of racers and fans.”
He also believes in the same goals that the series has and that is to
develop more racers. “It’s a well
led series with good rule enforcement,” said Beyea.
For better than 30 years, FK Rod Ends based in
“RUSH is the best series we deal with,” said Maria.
“They always give us exactly what is promised.”
Keeping the series consistent and honest is something Maria
loves about the Series. “We are
proud to be back again this season working with RUSH,” said Maria. “It has
definitely helped our company grow.
She (Vicki) takes that extra step to keep her drivers safe and happy and runs a
series with respect to its sponsors as well.
RUSH is the “Real Deal”.
Peter Bicknell of Bicknell Racing Products is one of the
most well-known Modified drivers and car builders in the Northern Hemisphere.
His feelings for the RUSH racing series are deep founded.
“The RUSH Series is great because they run a good tight
ship and are getting the younger generation into the sport,” said Bicknell.
“We are always continuing involvement in the sport and try and help all
the racers and series that we can.
Our sport needs the help and sponsorship from as many companies as possible.
We are fighting a hard battle to keep racers and fans.”
Bicknell also realizes the importance that the RUSH Series
can bring by giving him and his company valuable exposure.
“RUSH is great for Bicknell Racing Products by getting our name out
constantly via weekly write ups and traveling to many other tracks and different
areas that we could never get to ourselves on a weekly basis.”
Sherwood Racing Products’ co-owner, Lee Sherwood, had this
to say regarding his company’s involvement as a title sponsor for the RUSH
Racing Series, “It seemed like a good opportunity to get our name out there.
We definitely have a product that the teams can use and I expect it will
pay off for us.”
The Sherwood Wheel is the “Official Wheel” of the Sportsman
Modified Series. At each touring
event this season, Sherwood will donate one wheel.
The 25 year old business is based ou*t of Owego, New York.
There are a host of other Series title sponsors as well.
That list includes K&N Filters of Riverside, California, manufacturers of air
filters, air intake systems, oil filters, and other performance parts.
They are the Dash presenter for all touring events for both the RUSH Late
Models and Modifieds, and will distribute approximately $10,000 of product to
RUSH racers and fans this year.
Lincoln Electric out of
Velocita-USA produces custom driving suits.
During the season, the Clemmons, North Carolina based company is a major
contributor for both Series’ Manufacturers Night and for the season ending
awards banquet. Velocita-USA
provides a suit for each Series’ Manufacturers Night valued at $1,000 each along
with some 11 certificates for either 50% off a custom suit or $500 off a custom
suite.
CrateInsider.com develops relationships with series
directors, promoters, suppliers, and drivers throughout the Crate racing
industry. They provide the source to
gather, organize, and provide information to be shared in order to grow.
Throughout the racing season, CrateInsider.com will contribute product
certificates at various Manufacturers and Contingency Nights.
Recently, CrateInsider.com stepped up to provide a $25 gift certificate
for driver finishing last on the lead lap in Touring events.
RUSH Late Model marketing partners include Sweeney
Chevrolet Buick GMC, Pace Performance, Hoosier Tire, Bilstein Shocks, Sunoco
Race Fuels, Insinger Performance, Bazell Race Fuels, MSD Ignition, Maxima Racing
Oil, Jones Racing Products, Alternative Power Sources, Precise Racing Products,
ARbodies, The Brake Man, K&N Filters, Lincoln Electric, Beyea Headers, FK Rod
Ends, Bobby Lake Motorsports, Crate Innovations Inc., Velocita-USA, High Gear
Speed Shop, CrateInsider.com, B.R.A.K.E.S., RockAuto.com, and Valley Fashions.
RUSH Sportsman Modified marketing partners: Sweeney
Chevrolet Buick GMC, Bicknell Racing Products, Pace Performance, Hoosier Tire,
Bilstein Shocks, MSD Ignition, Maxima Racing Oil, Jones Racing Products, VP
Racing Fuels, FK Rod Ends, Sherwood Racing Wheels, Velocita-USA, Precise Racing
Products, Alternative Power Sources, K&N Filters, TBM Brakes, Lincoln Electric,
Rocket Racing, and B.R.A.K.E.S.
E-mail can be sent to the RUSH
Racing Series at [email protected] and snail mail to 4368 Route 422,
Pulaski, PA 16143. Office phone is 724-964-9300 and fax is 724-964-0604. The
RUSH Racing Series website is www.rushracingseries.com. Like our Facebook page
at www.facebook.com/rushlatemodels and follow us on Twitter @RUSHLM.
###