Valvoline Secures Sponsorship Deal With Yas Marina Drag Racing Centre
Valvoline, a leading marketer, distributor and producer of automotive and industrial products and services, has partnered with Abu Dhabi’s YAS Marina Drag Racing Centre after finalising a multi-year sponsorship agreement starting 10 December, 2013.
The Official Lubricants Partner of YAS Marina Drag Racing Centre, the Valvoline™lubricants brand will be featured as the official lubricant sponsor of the team’s full stable of vehicles. In addition, Valvoline will be promoted on all YAS Marina Drag Racing Centre marketing collateral, including video broadcasts inside the drag centre. Valvoline will also have the exclusive rights to engage in brand activation activities at every YAS Marina Drag Racing Centre event.
“The YAS Marina Drag Racing Centre perfectly embodies the Valvoline brand,” said Keith Johnson, general manager, Middle East and Africa, Ashland Consumer Markets. “Their passion for cars and motorsports complements Valvoline’s long history in the motor racing arena. As one of the premier racing facilities in the world, one of YAS Marina Drag Racing Centre’s key values is their commitment to innovation. This aligns perfectly with Valvoline’s mission to innovate and develop cutting edge products that meet our customer’s needs. Innovation is essential, especially in a region like the Middle East, with its very specific requirements.”
The partnership with YAS Marina Drag Racing Centre marks the beginning of Valvoline’s strategic approach to expand its presence in the UAE and the region. The company, with operations in various countries throughout the Middle East and Africa, recently launched Engine Armour, the first line of fully synthetic engine oils developed specifically for Middle East markets.
“The Middle East is one of the most important and fastest growing markets for us globally,” said Johnson. “Products like Engine Armour are the result of extensive research and development that Valvoline has committed to the region, while the YAS partnership allows us to interact with customers on a daily basis and showcase our products, services and commitment in a way that is accessible and recognisable. Our intention is to grow the Valvoline brand in the region and YAS Marina Drag Racing Centre is the ideal partner for us to work with.”
"We are delighted to partner with Valvoline as they build their brand in the region’, said Al Tareq Al Ameri, Senior Director, Commercial. "The association with our Drag Racing Centre is exciting for both parties and the intensity of drag represents a fitting environment to showcase their products".
Emirate: Abu Dhabi
Date: Dec 12, 2013
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