Arlington, Texas August 1, 2000 - Sonntag Racing of Little Elm, Texas is pleased to announce that they have signed Berryman Products of Arlington to be their primary sponsor for the remainder of the 2000 season as well as an associate sponsor for...
Arlington, Texas August 1, 2000 - Sonntag Racing of Little Elm, Texas is pleased to announce that they have signed Berryman Products of Arlington to be their primary sponsor for the remainder of the 2000 season as well as an associate sponsor for 2001. Berryman Products is one of the oldest manufacturers of automotive chemicals in the United States, founded in 1918. The corporate offices, research center and primary distribution center have been located in Arlington, Texas since 1970.
"Although our heritage speaks for itself, Berryman is continually striving to excel in all processes relating to manufacturing, customer service, technology, research and development," said John Ehlert, Chief Operating Officer. "A result of this commitment was the introduction of B-12 Chemtool as a multipurpose cleaning solvent that quickly became preferred by professionals as a tool for fast, effective cleaning of automotive components. Our B-12 Chemtool Products utilize High Energy Solvent Technology (H.E.S.T.) in conjunction with "State of the Art" additives to formulate the most effective fuel additives, cleaners and degreasers available today and racing will help us deliver that message. Performance and Quality have been synonymous with Berryman B-12 Chemtool so the expansion into racing and sponsorship of the #73 Berryman B-12 Chemtool Chevrolet, is a natural compliment to our marketing program."
Ehlert also is quick to point out that "the demographics of NASCAR and in particular the Craftsman Truck Series make for an exceptional addition to our overall marketing and Brand enhancement efforts. Our Customers are natural race fans and we feel it makes tremendous business sense for us (Berryman) to be partnered with [owner] Joey Sonntag from both a logistical and performance standpoint. We feel the proximity of the two organizations will afford us, and more importantly, our customers greater access to this tremendous marketing tool. In addition, we have the advantage of having both the team owner and driver in the same city, something that most racing team/sponsor relationships can't boast. Not to mention the fact that Sonntag Racing has really proven themselves both on the track as well as with the Dallas/Ft.Worth media."
Coincidentally, Sonntag began his racing career about the same time that Berryman moved to town. "I've used Berryman products for as long as I can remember. They make a terrific carburetor and brake cleaner, plus you can find it just about anywhere. Until I started my NASCAR team, I had no idea that they were located so close to home but they really are an ideal racing sponsor considering their target consumer."
Charles Raines who oversees the team's marketing efforts also agrees with the location being a positive factor in the new partnership. "Whenever they need us, we can get together with them within an hour or two instead of several on a plane. We want to be absolutely certain that they are happy with our program at all times."
Berryman, nationally known for its full line of automotive additives and cleaners will have it's flagship "B-12 Chemtool" product adorning the #73 NASCAR Craftsman Truck driven by B.A. Wilson of Carrollton beginning Thursday, August 3rd at Indianapolis Raceway Park (7:30pm CST: ESPN) and continuing through the season finale at California Motor Speedway on October 28th.