As part of the AkzoNobel Automotive & Aerospace Coatings (A&AC) new Lesonal “Great finish. Fast.” campaign that launched in January 2014, the company has created the Lesonal LeMans Sponsorship Program as a sponsorship opportunity for its distributors.
The brand’s first-ever sports-themed program partners with the famed Dempsey Racing team for the 2014 LeMans racing season, which features the Lesonal logo and paint on two Porsche 911s in the GT class.
Established in 1923 in France, LeMans racing is among the top three most popular forms of automotive racing (including Formula 1 and NASCAR). The sport’s popularity continues to grow in North America, which boasts more than 80,000 attendees at each televised race. The 2014 season schedule includes 10 races in the U.S. and one race in Canada.
“We are very pleased to be partnering with such a high-profile LeMans racing team as Dempsey Racing," said Kari Greason, A&AC North American brand manager. "The venue of LeMans and the proven track record of the team perfectly align with Lesonal’s winning competitive compact offering and resilient finishes. The comprehensive nature of the sponsorship program and associated marketing programs will not only provide unprecedented awareness for the Lesonal brand, but also provide a compelling platform for our distributors to grow their businesses with Lesonal.”
With the racing season now officially underway, three strategic races have been selected in which customers can participate. These race-day events will feature personal interaction with the Dempsey Racing Team on race day (drivers Patrick Dempsey, star of the TV series Grey’s Anatomy; Joe Foster; Andrew Davis and Norbert Siedler), exclusive pit tours, entertainment and food. Race dates are:
- July 12-13, 2014 Bowmanville, Ontario, Canada
- Sept. 19-20, 2014 Austin, Texas, U.S.
- Oct. 1-4, 2014 Atlanta, Georgia, U.S.