D-A Lubricants' new PennGrade brand will partner IMS for the 100th running of The Greatest Spectacle in Racing and beyond.
Mark Miles, CEO of Hulman & Company, has announced that a three-year / $5m deal with D-A Lubricant Co. will see the PennGrade brand as presenting sponsor of the Indy 500, starting with this May’s 100th running of the Memorial Day Weekend classic.
This is the first time the world’s oldest race has had a presenting sponsor.
Said Miles: "This historic announcement is welcome news for the Indianapolis Motor Speedway and generates even more momentum for the entire Verizon IndyCar Series.
“PennGrade Motor Oil, with its deep understanding of the heritage and tradition that fuels the Indy 500, is the perfect presenting sponsor for the world’s greatest race.”
Doug Boles, president of Indianapolis Motor Speedway, added: “We’re thrilled that PennGrade Motor Oil is joining us, not only for the 100th Running of the Indianapolis 500 but for more Indy 500s going forward.
“My grandmother worked for D-A Lubricant so I’m well-versed in the company’s history and I know our fans will appreciate the Hoosier connection as well.”
D-A recently acquired Brad Penn, manufacturer of a product called PennGrade 1, well-known to grassroots racers and muscle car enthusiasts. As part of the acquisition, D-A Lubricant is launching a new consumer brand called PennGrade Motor Oil, which is available online now and will eventually be launched as a full-scale consumer retail product.
“I can’t think of a more powerful vehicle to help us launch our brand PennGrade Motor Oil than the Indianapolis 500,” said D-A Lubricant Company Chairman and CEO Mike Protogere. “The eyes of the world will be on the Indianapolis Motor Speedway this May as they are every year, and I couldn’t be more excited to have our company sharing that spotlight.”
Added company president Gisela Miller: "There’s no better way for us to debut PennGrade Motor Oil than by partnering with the world’s largest single-day sporting event. The Indianapolis 500 has stood for automotive innovation since 1911 and we’re thrilled to add an exciting new chapter to that heritage with our product.”
D-A Lubricant Co. sponsored Graham Rahal’s Rahal Letterman Lanigan Racing Dallara-Honda last May, on the 60th anniversary of its first sponsorship at the Speedway. For four straight years the Lebanon, Ind.-based company’s branding was seen on cars at IMS and on the USAC trail. Rahal’s fifth place last year edged Bob Sweikert’s sixth in 1956 as highest-finishing D-A sponsored car in the Indy 500.