Sport supplement company Maximum Human Performance (MHP) will bring its message to NASCAR fans for the first time, joining Front Row Motorsports as a multi-race, multi-year partner in the team's Sprint Cup Series campaigns. MHP will be a primary sponsor for multiple races in both 2012 and 2013, including the upcoming Budweiser Shootout exhibition race on David Ragan's No. 34 Ford and the season-opening Daytona 500 on David Gilliland's No. 38 Ford.
MHP will also be the official sport supplement line of Front Row Motorsports and an official sponsor of the Nos. 34 and 38 pit crews. Company experts will work with the team's pit crew coach and trainers to develop nutritional and fitness plans to improve and maximize the performance of the over-the-wall crew throughout the season.
"This is really going to be a unique program," said Front Row Motorsports owner Bob Jenkins. "Sponsors, of course, help make your race programs better across the board via funding, but this is a case where they're also going to make our pit crews healthier, stronger and faster. Everyone knows that a couple seconds on pit road can make a huge difference on the track. This partnership is focused on getting our athletes in the best shape possible to deliver maximum performance when it matters most."
Fairfield, NJ-based MHP was launched in 1997 by bodybuilder Gerard Dente to develop premier science-based, research-driven sports supplements to help athletes achieve their greatest physical potential. The product line is used by world-class athletes, pro bodybuilders, powerlifters, strongmen and fitness enthusiasts alike. Products are sold in vitamin/supplement retail stores and online at www.MHPStrong.com.
The deal marks MHP's first partnership in NASCAR. With Ragan and Gilliland both being skilled restrictor-plate racers, the February 18 Budweiser Shootout and the February 26 Daytona 500 at Daytona International Speedway provide the perfect platform to introduce the company to an audience of millions of race fans.
"I am really excited about the opportunity to work with a first-rate racing team like Front Row Motorsports," said Dente, CEO of MHP. "This unique sponsorship will not only connect our brand with millions of NASCAR fans, but more importantly it will showcase how our supplements will help improve the performance of their pit crew and drivers. I'm looking forward to working with pit crew coach Gary Smith and seeing how improvements in the pit crews' speed and strength translate into better track times for the team."
"MHP could have teamed up with any team in the sport, and they selected Front Row Motorsports," said team general manager Jerry Freeze. "In the off-season, we upgraded our driver line-up, our pit crews and shop personnel, and our front-office leadership. It is reassuring when prospects like MHP conduct in-depth due diligence and confirm that our value proposition is compelling.
"Plus, it will be even more compelling after MHP helps get our over-the-wall guys performing at their maximum performance potential. That was an area that needed improvement, and in MHP we have a partner that is going help us do just that - continually improve."