After a successful launch in 2014, Richard Childress Racing (RCR) and Grainger have renewed their partnership for multiple years. The leading broad line supplier of maintenance, repair and operating (MRO) products unveiled to customers, suppliers and team members attending this year's Grainger Show in Orlando, Fla., the new look of the No. 31 Grainger Chevrolet driven by Ryan Newman in the Monster Energy NASCAR Cup Series.
"We are excited to renew our relationship with RCR," said Deb Oler, Grainger Vice President and President of Large Customer and Direct Sales. "We know that many of our customers not only enjoy NASCAR races, but also all of the work it takes to get ready for race day. We have a great appreciation for the importance of behind the scenes work as well, which makes this a wonderful experience to share with our customers. We look forward to a great NASCAR season for RCR and the No. 31 Grainger Chevrolet driven by Ryan Newman."
Grainger's NASCAR campaign launches this weekend with their primary paint scheme at Phoenix Raceway for the Camping World 500 on March 19 as well as its associate presence on the No. 31 Chevrolet for all Cup Series events when not the primary partner. In addition, Grainger continues to build upon a strong digital and social content platform by releasing videos on the new paint scheme and "Ryan Newman: Born Behind the Wheel". More content is in the works to further enhance and grow across multiple mediums throughout the year.
Celebrating its 90th anniversary in 2017, and known 'For the ones who get it done,' Grainger is building upon the successes of its highly visible integrated partnership with RCR and value for its customers, team members and other partners. Grainger also continues to leverage the RCR relationship for additional business-to-business opportunities.
"I'm proud of our partnership with Grainger and how they have worked to establish the Grainger brand within the sport in such a short time," said Richard Childress, CEO and chairman of Richard Childress Racing. "Their focus on B2B opportunities and putting the program to use in their marketing plans are delivering results that their business requires. Grainger has included our race team in national radio spots and their tremendous use of original content and social media have extended their program to existing customers, new customers and thousands of their vendor partners."
Last year, RCR went center stage at the 12th annual Grainger Show, leading a presentation which attracted more than 1,800 Grainger customers and guests. The collaboration re-emphasized Grainger's national marketing approach to making meaningful connections with its customers. Those connections are also extending to important customer engagements occurring each week at the race track or at the RCR campus.
Grainger initially launched its on-track association with RCR in late 2014 as an associate sponsor on the No. 31 Monster Energy NASCAR Cup Series Chevrolet for the final three Cup events and served as the primary partner of Austin Dillon's No. 33 NASCAR XFINITY Series entry at the fall Texas race.
For more information on today's announcement, and all that is happening at RCR, please visit rcrracing.com.