Brut Announces Official Sponsorship With The NHRA Men's Grooming Giant Linked to NHRA Through Multiple Products POMONA, Calif. (Feb. 10, 2005) -- BrutÂ®, The Essence of ManÂ®, is revving up its commitment to the rapidly growing sport of NHRA...
Brut Announces Official Sponsorship With The NHRA
Men's Grooming Giant Linked to NHRA Through Multiple Products
POMONA, Calif. (Feb. 10, 2005) -- Brut®, The Essence of Man®, is revving up its commitment to the rapidly growing sport of NHRA Drag Racing. Following its deal with Don Schumacher Racing to sponsor a Ron Capps-driven nitro Funny Car, Brut has now signed on as an official sponsor of the NHRA.
The comprehensive multi-year deal exposes the timeless power of Brut to more than two million NHRA fans and members. Brut plans an extensive marketing program that includes sampling, retail promotion and advertising featuring Brut, the NHRA and the Brut Race Team.
"This announcement confirms what we at NHRA have known all along and that is the tremendous value of NHRA Drag Racing sponsorship," said Tom Compton, president, NHRA. "More and more sponsors are realizing the incredible potential of NHRA and the unique and extremely successful platform to generate exposure and connect to the millions of NHRA fans throughout the United States."
As part of the agreement, Brut branded products will be designated as the official sponsor of the NHRA in the following categories: Men's Fragrance Products, to include: cologne, aftershave, splash-on's, Men's Anti-perspirants and Deodorants, and Men's Shaving Cream.
"Racing is a natural fit for Brut," said Men's Category Director of Marketing, Marc Broccoli. "The NHRA is all about power and speed, but it's also about the quiet strength and leadership of men like Ron Capps. His athletic ability is matched by his power as a friend, father, and leader. The ease with which he keeps that sometimes tricky balance makes him the essence of the modern Brut Man," said Broccoli.
The Brut fragrance and men's grooming brand pioneered sports marketing. In the 1960s and '70s, Brut spokesmen included star athletes from Muhammad Ali to Joe Namath. And this is not Brut's first run with drag racing. Brut had previously been a sponsor of drag racing with the Super Brut Car and driver Al Segrini. The current multi-year deal was initiated by motorsports marketing agency, Just Marketing, which will also implement certain program elements. Brut is owned by Idelle Labs, a division of leading personal products company Helen of Troy.
Brut Cologne and After Shave launched in 1964 as a prestige fragrance from Faberge. The initial campaign featured Mickey Mantle, Wilt Chamberlain, Hank Aaron, and later, Joe Namath. In 1978 it was purchased by Unilever and extended into Anti-Perspirant and Deodorant. Helen of Troy acquired the brand in 2003, and extensive national research shows that it has retained its status a classic masculine scent. The Anti-Perspirants and Deodorants offer 24-hour protection with Trimax®, the latest odor-protectant technology. Future plans include line extensions into other men's personal care and grooming categories.
About Idelle Labs and Helen of Troy
Idelle Labs, Ltd., based in El Paso, Texas, is a wholly owned subsidiary of Helen of Troy. Idelle is a personal care product company, established to manage and distribute high-profile brand names including: Sea Breeze®, Vitalis®, Vitapointe®, Brut®, Ammens®, Skin Milk ®, Time Block®, Final Net® and Condition 3-in-1®.
Headquartered in Glendora, Calif., the NHRA is the sanctioning body for the sport of drag racing in the United States. It presents 23 national events through its NHRA POWERade Drag Racing Series. The NHRA has 80,000 members nationwide and 140 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 NHRA Lucas Oil Drag Racing Series, NHRA Summit Sport Compact Drag Racing Series, NHRA Summit Drag Racing Series and the NHRA Street Legal Program. The NHRA also offers the NHRA Jr. Drag Racing League for youths ages 8 to 17.
About Just Marketing
Just Marketing is an independent full-service motorsports-only agency that exclusively represents corporations in all forms of motorsports worldwide. Just Marketing's client list includes SUBWAY® Restaurants, Diageo, Henkel, Ford Motor Company, Volkswagen of America, Visteon, ditech.com, Time Inc., Travelodge, Jackson Hewitt Tax Service, Eli Lilly & Company and Armor All/STP Products Company. Just Marketing's clients participate in all major motorsports series, including NASCAR, Formula One World Championship, Indy Racing League, NHRA, Grand American Road Racing Association, and the American Le Mans Series. For more information, please visit Just Marketing on the worldwide web at www.justmarketing.com.
About Don Schumacher Racing
Based in Indianapolis, Don Schumacher Racing is the largest team in the NHRA POWERade Drag Racing Series fielding eight NHRA professional drag racing teams with sponsorship from the U.S. Army, Matco Tools, Mopar, Oakley, Jeg's Mail Order, Dodge and Brut. Don Schumacher returned to NHRA competition as a team owner in 1998 after a 25-year hiatus from drag racing competition as a professional funny car driver. Don Schumacher Racing has accumulated two NHRA POWERade Championships and numerous National Event wins. For more information, please visit Don Schumacher Racing on the world wide web at www.donschumacherracing.com.