NASCAR partners with K&N

K&N Signs Exclusive Partnership With NASCAR
January 25, 2011

CHARLOTTE, N.C. (Jan. 25, 2011) -- The National Association for Stock Car Auto Racing (NASCAR) announced today that it has reached an exclusive agreement with K&N Filters for the company's air and oil filters to be designated the "No. 1 Filter in NASCAR®."

This multi-year agreement provides K&N with a marketing platform to enhance and differentiate its products and drive sales. K&N will utilize the NASCAR Performance brand marks and intellectual property on its packaging, as well as within literature, on its advertising and promotional programs, and at industry events.

K&N offers a complete line of Washable/Reusable High-Flow Air Filters, Wrench-Off Oil Filters, and Performance Air Intake Systems that replace the entire factory air delivery system to provide a guaranteed increase in horsepower. K&N makes filtration products for most cars, trucks, and motorcycles. Additionally, K&N has recently released a line of Heavy Duty Air Filters for use on over-the-road diesel trucks, motorhomes and other industrial equipment.

In addition to its exclusive NASCAR Performance partnership, K&N will maintain its status as an official developmental series partner of NASCAR by continuing its run as title sponsor of the NASCAR K&N Pro Series and also will remain a NASCAR Prize Money & Decal (Contingency) Program sponsor in the NASCAR Sprint Cup Series, NASCAR Nationwide Series, NASCAR Camping World Truck Series, NASCAR Whelen Modified Tour and NASCAR Whelen All-American Series. K&N has been a major supporter of all types of motorsports from grassroots racing to the professional categories.

NASCAR is one of the few professional sports leagues that has created an automotive specific marketing program for its family of automotive sponsors. The platform, branded as NASCAR Performance, includes exclusive marketing rights, the ability to co-brand products and product packaging as well as involvement in a long list of integrated media programs. The NASCAR Performance product program logo is a symbol of integrity that represents NASCAR's commitment to performance, precision and quality.

"Increased performance and efficiency are benefits that the car-conscious NASCAR fan is always looking to achieve," said Todd Armstrong, managing director, NASCAR Automotive Group. "The filters that K&N produces provide that advantage, which is why this is a strong partnership with NASCAR, a sport that celebrates performance."

As an exclusive automotive partner under the NASCAR Performance brand, K&N Filters will utilize NASCAR marks and marketing programs in service centers and related media channels.

"K&N is a company with a long history in motorsports and its technology has benefitted race teams with increased and reliable horsepower for 40 years," said Steve Rogers, C.E.O. of K&N. "I always believed it was just a matter of time before NASCAR and K&N reunited, I feel like we have so much in common as family run businesses driven by our passion for motorsports." About K & N

K&N Engineering, of Riverside, Calif., is the inventor and leading innovator of reusable cotton gauze filter technology for automotive applications. From humble beginnings as a family run business over 40 years ago, K&N Engineering, now a truly global company with offices in the U.K. and the Netherlands, continues to exist as a family owned business with an enthusiast mindset and a direct connection with motor sports that carries over throughout all levels of management and manufacturing.

Today, K&N exists as both the sales and brand leader for performance filters, and maintains a stocking catalogue of over 3,500 part numbers, including an extensive line of both factory replacement drop-in filters, FIPK (Fuel Injection Performance Kit) applications, and its line of innovative Performance Gold oil filters.

-source: nascar