O'Reilly Auto becomes official Nascar retailer

Springfield-based O'Reilly Auto Parts has signed on to be the official auto parts retailer of Nascar, the company announced Wednesday.

The deal gives O'Reilly and Nascar exclusive marketing rights, the ability to co-brand products and product packaging, and involvement in integrated media programs, according to a news release. O'Reilly will use Nascar marketing programs in stores and other media.

O'Reilly also will be a contingency sponsor for Nascar competitors and provide season-ending awards in the Sprint Cup Series and the Camping World Truck Series. The O'Reilly Auto Parts "People, Service and Performance" Award recognizes team efforts on the track and in the pits.

O'Reilly already is the title sponsor of six Nascar events in 2008, including the O'Reilly 300 and O'Reilly Challenge Nationwide Series at the Texas Motor Speedway and the Checker O'Reilly Auto Parts 500 Cup Series at the Phoenix International Raceway.

"O'Reilly is a familiar name with our fans and has been associated with Nascar on both the local track and race sponsorship level," said Odis Lloyd, Nascar managing director for the automotive aftermarket, in the release. "That relationship and value was a key factor in O'Reilly expanding its presence in the sport and joining our automotive program."

O'Reilly and Nascar will begin developing creative marketing platforms for their products immediately, the release said.[[In-content Ad]]