Sponsorship of Indianapolis 500
“Our quest to refresh and launch product lines was a tall order, we knew that, but we were confidant in KM&A. After the 100th Indianapolis 500, it was evident that we not only made the right outlet to launch our product, but that we chose the right group to represent us.”-Mike Protogere, CEO & Owner of D-A Lubricant Company
In 2015, D-A Lubricant Company approached KM&A and asked that we source an opportunity that would enable a refresh to the newly acquired high-performance product line (PennGrade 1) and launch a new product line (PennGrade Motor Oil).
In an effort to launch these new product lines, KM&A devised a partnership with the Indianapolis Motor Speedway, the first of its kind. In 2016, the Indianapolis Motor Speedway announced that the 100th running of the Indianapolis 500 would have its first ever presenting sponsor, PennGrade Motor Oil. PennGrade Mototr Oil served as the 100th, 101st and 102nd Indianapolis 500’s presenting sponsor.
KM&A created the partnership with the Indianapolis Motor Speedway on behalf of D-A Lubricant Company because:
- The Indianapolis 500 is the world’s largest single-day sporting event and televised globally
- D-A Lubricant Company had tested its first engine oil at the Indianapolis Motor Speedway in the 1930’s and had sponsored separate Indianapolis 500 entries in the 1950’s
- The Indianapolis Motor Speedway is located just miles from D-A Lubricant Company and KM&A wanted to connect the two long-standing companies on the premise of reliability and tradition.