“We value the opportunity to engage with our end-users through this platform, and we feel thatRichard Petty,a NASCAR Hall of Famer and seven-time NASCAR Cup champion, and his race team, will represent our brand well,” saidJon Howland, director of brand marketing.
The DeWalt brand is known within the power tool industry to be deeply connected to its end-users as a result of building relationships with contractors both on and off the jobsite. One of the brand’s inherent strengths has always been its event marketing strategy at both the local and national levels.
The company’s decision to partner with Richard Petty Motorsports, and re-engage within the sport of NASCAR for the 2011/2012 season, aligns with the company’s overall strategy to build brand loyalty through sponsorships with both professional and collegiate sports properties.
