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 a special opportunity for its distributor network — the Lesonal LeMans Sponsorship Program.
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 911’s 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. The venue of LeMans and the proven track record of the team perfectly align with Lesonal’s winning competitive compact offering and resilient finishes,” said Kari Greason, A&AC North American brand manager. “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 the Lesonal.”
With the racing season now officially underway, three strategic races have been selected for customers to participate in. These race-day events will feature personal interaction with the Dempsey Racing Team on race-day (drivers Patrick Dempsey — star of the popular TV series "Grey’s Anatomy," Joe Foster, Andrew Davis, and Norbert Siedler), exclusive pit tours, entertainment, food and more.
Race dates are:
• July 12-13, Bowmanville, Ontario, Canada
• Sept. 19-20, Austin, Texas
• Oct. 1-4, Atlanta, Ga.