03/01/2005, Düsseldorf

 

 
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Name Simone Gleumes
  Corporate Communications, Brand Communications
Phone 0049-211-797-4463
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Henkel Expands Presence in North America's Premier Racing Sport

Henkel in North America has expanded its engagement in NASCAR stock car racing, North America's most popular racing sport. The sponsorships are aimed at creating higher visibility for Henkel - the corporate brand behind well-known consumer and industrial brands.
Henkel is making its presence known in the United States at stock car racing's premier events: the NASCAR Busch Series and the NASCAR NEXTEL Cup Series, which on any given racing weekend sees as many as 200,000 spectators trackside following the stars of the circuit and many more watching at home. Kicking off the 2005 NASCAR season, the Daytona 500 race on February 20 saw more than 18 million viewers glued to their TV screens.

In this year's Busch Series races, Henkel is now sponsoring rising star Greg Biffle and Brewco Motorsports. Several Henkel brands including Renuzit, Armour Star, Dep Sport, Purex, Loctite, and Duck brand products will participate in the sponsorship of Biffle's #66 car as the primary sponsor for five races and associate sponsor for 23 others. One of stock car racing's hottest drivers, Biffle won the Busch Series championship in 2002, a year in which 17 of the 20 most-attended U.S. sporting events were NASCAR races - surpassed only by American football, with the Super Bowl taking the top spot.

"NASCAR is America's most popular racing sport which attracts several million people each year. This is an exciting opportunity for Henkel to extend our reach and connect with the millions of NASCAR fans who use our brands and technologies every day," said Ernst Primosch, Vice President Corporate Communications at Henkel. "Henkel brands such as Loctite and Duck are indispensable to racing teams among all series. Therefore, we put ourselves in an environment that offers both high visibility and immense consumer credibility. Short of the Super Bowl, you can't get much better visibility at any other sporting event."

For the 2005 NASCAR season, Henkel's Loctite brand is also continuing its associate sponsorship deal with Robert Yates Racing and the No. 38 M&M's Ford, which competes in the NASCAR NEXTEL Cup Series, stock car racing's most prominent championship.

NASCAR (National Association for Stock Car Auto Racing) is very much a "nuts and bolts" racing sport, held mostly on banked oval "speedways" of anywhere between 0.8 and 4.2 kilometres in length. The term "stock cars" comes from the sports' early days in the late 1940s, when the cars used in the races were same street-legal vehicles that anyone could buy from "stock" at their local automobile dealership. Today, a stock car's machinery is more advanced technologically, and stock cars now run at average speeds around 275 km/h for 320- to 965-kilometre races.

"We are looking forward to a very strong Busch season with Henkel as our sponsor and our friend," said Todd Wilkerson, President, Brewco Motorsports. "Henkel products are established and well-known in the racing community and we're confident that after this season, the NASCAR fans will also recognize the value Henkel brings to the sport."

The Henkel sponsorship with Biffle and Brewco will run through the 2005 season and will be supported by hospitality events and a full show car program. The Loctite brand will also sponsor Biffle for one race in the Rolex Sports Car Series in Daytona.

Henkel - A Driving Force in the Racing World
Around the world, Henkel has an extensive commitment to motor sports. In 2004, the Henkel logo appeared for the first time on the rear-wing of the Team McLaren Mercedes race cars, thereby continuing the technical association with the team that began in 1995 through the Loctite brand. As Official Supplier, Henkel provides a wide variety of innovative solutions to the team. Nearly 100 different applications of Henkel products will be incorporated into the Team McLaren Mercedes MP4-20 in its challenge for the 2005 Formula One World Championship. In North America, Henkel's NASCAR sponsorships include several brands with Greg Biffle's No. 66 Ford Taurus from Brewco Motorsports and the Loctite brand with Robert Yates Racing and the No. 38 M&M'S Ford. For the two-week, 10,000-kilometer 2005 Dakar Raid through gruelling desert terrain, Henkel provided each racing team with an essential mechanical emergency kit containing a wide range of adhesives, sealants, maintenance products, cleaners and bonding tapes. In addition, a Henkel engineer accompanied the raid, providing each team with technical back-up and support at each of the bivouacs.

"Henkel - A Brand like a Friend". Henkel is a leader with brands and technologies that make people's lives easier, better and more beautiful. The Henkel Group operates in three strategic business areas - Home Care, Personal Care, and Adhesives, Sealants and Surface Treatment. In fiscal 2004 the Henkel Group generated sales of 10.592 billion euros. More than 50,000 employees work for the Henkel Group worldwide. People in 125 countries around the world trust in brands and technologies from Henkel.