Sears and Craftsman brand have announced the return of Craftsman tools as a major presence in motorsports. They will be the new title sponsor of the World of Outlaws. The three-year agreement begins immediately.
The two premier series in dirt track racing will be renamed to “World of Outlaws Crafstman Sprint Car Series” and “World of Outlaws Craftsman Late Model Series” to follow with the sponsorship. This is the first time the two top series in grassroots motorsports have shared a title sponsor.
“The Craftsman brand has been trusted for generations by those who take pride in working on their car,” said president of Kenmore, Crafstman, and DieHard brands at Sears Holdings, Tom Park. “Our Craftsman Club members are passionate about building, improving, and even racing their own cars. That’s why we’re excited for the Craftsman brand and Sears to team up with the World of Outlaws, which has over one million fans who are working on their cars every week and reaches tens of thousands of racers who are competing at dirt tracks across the country.”
The Craftsman brand, through the relationship with World of Outlaws, will celebrate the 25th Anniversary of the Craftsman Club by giving its members the chance to earn free tickets to series events as well as Craftsman gear and other great prizes.
This is a first-of-its-kind arrangement for the World of Outlaws. The deal is one of the largest agreements in grassroots racing and will connect the Craftsman brand with both sprint care and late model fans at nearly 140 events across the United States and Canada.
“We are beyond excited to begin 2016 with an incredible partner like the Craftsman brad,” said World of Outlaws CEO Brian Carter. “For 87 years, the Craftsman brand has built a reputation as solid as the products it sells. To bring together the Craftsman brand and the World of Outlaws is a phenomenal opportunity. We look forward to showcasing the Craftsman brand and tools to our dedicated fans all across the country.”
The World of Outlaws Craftsman Sprint Car Series was founded in 1978 and enters 2016 with one of the busiest schedules ever. The series kicks off during DIRTcar Nationals at Volusia Speedway Park in Barberville, FL and will travel coast-to-coast to more than 90 events. The late model series will compete nearly 50 times at 30 different venues, including the season opener at Screven Motor Speedway in Sylvania, GA.
“The World of Outlaws is one of the most recognizable and enduring brands in all of motorsports with a fan base that is unsurpassed in their dedication,” said Ben Geisler, World of Outlaws Chief Marketing Officer. “Every year, the World of Outlaws Craftsman Sprint Car Series and World of Outlaws Craftsman Late Model Series deliver edge-of-your-seat racing to every corner of the country. It is a natural fit to bring together one of the largest concentrations of DIY’ers in all of spots, with America’s most trusted tool brand. The Craftsman brand makes a statement and we are thrilled they have chosen the World of Outlaws as the platform for their return to motorsports.”