Caterpillar Inc has announced an extension of its partnership with stock car racing team Richard Childress Racing (RCR) for the 2018 Nascar Cup Series season.
The American machinery manufacturer will continue as the primary sponsor of RCR’s number 31 Chevrolet, driven by Ryan Newman, in the top-tier Nascar Cup Series.
Caterpillar will use RCR branding on its digital and social platforms.
The company will also use its Cat S60 phone in competitions to gather data at the racetrack, and will provide Cat Compact Track Loaders to assist with off-track logistics.
Caterpillar was a team sponsor in what is now the Nascar Xfinity Series from 1995 to 1996, before moving to the Nascar Cup Series in 1997. It first partnered with RCR in 2009, and has sponsored Newman since 2014.
“I am happy to announce the continuation of our partnership with Caterpillar and the number 31 Chevrolet in the Monster Energy Nascar Cup Series,” said Richard Childress, chairman and chief executive of Richard Childress Racing. “I’ve had the opportunity to meet and interact with so many Cat dealers, customers and equipment operators through the past nine years.
“They are passionate about both racing and their Cat equipment, and I share their passion for both. I have used Cat equipment for many years and there is no better heavy machinery on the market. We’ve enjoyed our long-term association with Caterpillar, and helped them sell a lot of equipment over the years. I’m proud to represent the Cat brand.”
“Some of our strongest brand ambassadors are found in our friends on the RCR team,” added Nigel Lewis, vice president of Caterpillar. “Together, we share a commitment to teamwork, advanced technology and healthy competition. Because of our partnership with RCR, we have engaged and entertained countless customers over the years across North America, and built lasting relationships and strong customer loyalty as a result.
“We look forward to another exciting racing season and extending the relationship beyond the track, reaching a much broader group of our customers during our sponsorship throughout the year.”