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The American Le Mans Series announced today that Lowe’s has become the “Official Home Improvement Store” for the world’s leading sports car series. It is an arrangement that not only emphasizes the Series’ continued alliance with premium brands, but one that also embraces Acura’s new LMP2 entry of Lowe’s Fernandez Racing.
The agreement includes elements such as at-track promotions, in-market activation, television inventory and program features, at-track signage, a website co-promotion and a show car program. At track, Lowe’s will unveil the Lowe’s Fan Experience at six races this year - St. Petersburg, Houston, Lime Rock, Mid-Ohio, Detroit and Atlanta’s Petit Le Mans - that will provide fans another way to get closer to the action of the American Le Mans Series. The Lowe’s Fan Experience will include a special component for kids, who will be allowed to build their own scaled model of the Lowe’s Fernandez No. 15 race car. In addition, Lowe’s will use its in-market stores for various promotions that will include other American Le Mans Series corporate partners such as Klein Tools, the Series’ official hand tool. Several in-market Lowe’s stores will play host to Klein Tools Pit Stop demonstrations this year during race week, beginning Saturday March 10 in Orlando prior to the Mobil 1 Twelve Hours of Sebring (March 17).
Lowe’s Fernandez Racing’s American Le Man Series program was unveiled last fall at Petit Le Mans. It will be an integral part of the Lowe’s activation, headlining several race promotions. Today, drivers Adrian Fernandez and Luis Diaz are involved in Los Angeles on Olvera Street - the city’s revered and historic Hispanic neighborhood - with a promotion for the upcoming Toyota Grand Prix of Long Beach (April 14). The team and Lowe’s also will be involved in a Habitat for Humanity build the week of Houston’s Lone Star Grand Prix (April 21). Additional Lowe’s Fernandez promotions and media involvements will be unveiled throughout the course of the season.
“As the premium brand of motorsports, we are dedicated to developing relationships with other leading companies that reflect that same premium brand positioning, ” said Scott Atherton, President and CEO of the American Le Mans Series. “There is no question that Lowe’s is an industry leader and has become an icon of motorsports with its on-track success and benchmark promotional activity. Its commitment to the American Le Mans Series and Lowe’s Fernandez Racing is one that certainly will add to our Series’ strong growth and upward momentum. As a major non-endemic partner, we believe that Lowe’s will set a great example for other such future Series and team partners. ”
