Supercars rolls on with Armor All and Supercheap Auto

Australian motor racing events extend two partnerships.

Supercars rolls on with Armor All and Supercheap Auto

Car care product manufacturer Armor All has extended its partnership with the Supercars Championship, while automotive retailer Supercheap Auto has renewed its naming rights deal with the series’ Bathurst 1000 race.

Armor All, owned by American company Spectrum Brands, will continue to work with the Australian motor racing championship for a 14th consecutive season as its 2018 official car care products sponsor, as well as retaining naming rights for the Armor All Qualifying and Pole award for the Supercars and Dunlop Super2 series.

“Armor All stands for high quality and performance, just like the Supercars Championship,” said Paul Blair, general manager at Spectrum Brands. “Armor All and Spectrum Brands have a long and proud history in motorsport across the globe and the Supercars Armor All Pole Award is one of the most instantly recognisable sponsorships.”

Supercars managing director Matt Braid added: “Armor All has been a wonderful partner of the Virgin Australia Supercars Championship for 14 years, one of our longest and most valuable partnerships. The Armor All Pole Award is a valuable part of the Virgin Australia Supercars Championship and something the teams and drivers really cherish, and we are delighted to have the Armor All team on board for 2018.”

Meanwhile, retailer Supercheap Auto will sponsor the championship’s annual Bathurst 1000 race in New South Wales until 2020.

The Australian company is the longest-running major partner of the race, having first partnered with Bathurst in 2005.

“We’re very proud to announce that this deal will take the partnership between Supercars and Supercheap Auto through to a 16th consecutive year,” said James Warburton, chief executive of Supercars. “This partnership isn’t just one of the longest in the history of our sport, but one of the longest consecutive sponsorships of any sporting event in Australia.

“Supercheap Auto connects with fans through their now entrenched marketing campaign ‘Happy Bathurst Day’ which dominates the country leading into the race. Having a partner who wants to celebrate this great event as much as we do is great news for our sport and an event which is broadcast to around 298 million homes in 90 countries.”

Chris Wilesmith, chief operating officer at Supercheap Auto, added: "We are proud to be partnering Supercars supporting this great event for the 13th consecutive year, and are excited to continue the partnership for another three years. Motorsport is in our DNA and there is no more important event on the motorsport calendar than the Supercheap Auto Bathurst 1000.

“It is an event with a powerful heritage, one which creates legends and writes history. It means a great deal to our team and customer communities. We look forward to building the event in partnership for many years into the future.”