Miek Shaffer Named to Marketing Position

SHAFFER NEW NHRA BRAND/CONSUMER MARKETING & LICENSING DIRECTOR GLENDORA, Calif. - Mike Shaffer has been named director of brand/consumer marketing & licensing for the National Hot Rod Association, NHRA Vice President for Marketing Gary...

SHAFFER NEW NHRA BRAND/CONSUMER MARKETING & LICENSING DIRECTOR GLENDORA, Calif. - Mike Shaffer has been named director of brand/consumer marketing & licensing for the National Hot Rod Association, NHRA Vice President for Marketing Gary Darcy announced. In his new position, Shaffer will be responsible for developing consumer marketing programs, brand building and product licensing. "By establishing a director of brand/consumer marketing and licensing, NHRA drag racing is demonstrating its commitment to its fans, sponsors and competitors," Darcy said. "Mike brings a strong track record of developing marketing campaigns designed to maximize participation by consumers and exposure for sponsors. That experience, coupled with a firm knowledge for branding initiatives, makes him a natural fit for the NHRA and our mission over the next three years to develop the stars of our sport and build the NHRA drag racing brand." Shaffer, 37, accepted the position following an extensive career in marketing and sales with Lowe's Companies, Inc. During the last 16 years, Shaffer worked in a variety of capacities for Lowe's Home Improvement Warehouses, including serving as director of marketing for the last three years. Shaffer was instrumental in establishing a marketing department for the North Wilkesboro, N.C.-based company. Among his duties there included managing the overall strategic marketing planning process for the corporation. He was heavily involved in Lowe's entry into sponsorship agreements with NASCAR auto racing teams, as well as recently playing a key role in securing the naming rights for Lowe's Motor Speedway in Charlotte, N.C. "NHRA and the sport of drag racing offers a tremendous opportunity for both current and future sponsors," Shaffer said. "We need to identify these opportunities and strategically position the sport from a marketing standpoint to make it a win-win situation for fans, competitors and sponsors. I envision, with a little investigation into what our fans like and hard work on the part of the NHRA, we can bring NHRA drag racing to the forefront of Americana." Shaffer is a native of Bristol, Tenn. He and his wife, Karen, are relocating to the Los Angeles area. They have a son, Joshua, 9, and one daughter, Jennifer, 4.

Headquartered in Glendora, Calif., the NHRA is the primary sanctioning body for the sport of drag racing in the United States. It presents 22 national events through its NHRA Winston Drag Racing Series. The NHRA has 85,000 members nationwide and 142 member tracks. The NHRA-sanctioned sportsman and bracket racing series' provide competition opportunities for drivers of all levels. The NHRA develops the stars of tomorrow by offering the Federal-Mogul Drag Racing Series, Sears Craftsman E.T. Racing Series and the Street Legal Program. The NHRA also offers the Jr. Drag Racing League for youths ages 8 to 17.

Be part of something big

Write a comment
Show comments
About this article
Series NHRA