NASCAR Sprint Cup Series driver and Kevin Harvick Inc. (KHI) co-owner Kevin Harvick and Federal-Mogul Corp. have signed an agreement that will make Harvick the spokesperson for Federal-Mogul’s globally respected Champion brand of spark plugs, filters, wipers and automotive chemical products. One of NASCAR’s most popular figures, Harvick, driver of the No. 29 Budweiser Chevrolet, has won 17 races and posted 83 top-five finishes in his 10-year Sprint Cup Series career.
Harvick’s new relationship with the Champion brand will be highlighted in an array of marketing activities, including consumer-targeted print and integrated web advertising and point-of-sale materials. In addition, he will play a key role in a variety of grassroots marketing campaigns designed to connect with a new generation of Champion customers.
The Champion brand also will be co-sponsor of Harvick’s KHI racing organization, which campaigns two cars in NASCAR’s Nationwide Series and three trucks in the NASCAR Camping World Truck Series.
“Our partnership with Kevin and the KHI racing organization is a perfect way to help introduce today’s Champion product lineup to customers of all backgrounds, ages and interests,” said Michael Proud, director of marketing, North America, Federal-Mogul. “Kevin is one of the world’s most popular and successful drivers; it’s only fitting that he be the face of one of its most popular and respected brands.”
Although his role as Champion spokesman is new, Harvick’s use of Champion products goes back many years. Champion spark plugs have long helped power the No. 29 Budweiser Chevrolet, and in fact Harvick uses Champion plugs in his fleet of go-karts, Federal-Mogul points out.
“I’ve known and respected Champion products for as long as I have been racing, and I know that the brand’s performance-driven technologies help technicians and consumers maximize vehicle efficiency, reliability and safety,” Harvick said. “I can’t wait to help bring this message to millions of new Champion customers across North America.”
Champion brand and its iconic bow tie logo now represent an extensive portfolio of “Performance Driven” technologies, including spark plugs; oil, air and cabin air filters; wiper blades; and chemical additives for automotive, lawn and garden, marine, motorcycle, ATV and other applications, according to Federal-Mogul. These products are available through thousands of retailers across North America.