Sponsorship: PennGrade Indy 500
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 sponsorship 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 Motor 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 1930s and had a sponsorship with separate Indianapolis 500 entries in the 1950s
- 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.
“Our quest to refresh and launch product lines was a tall order, we knew that, but we were confident 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
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