DENSO Joins NASCAR Automotive Licensing Program

DENSO Joins NASCAR Automotive Licensing Program

DENSO Sales California, Inc. announced recently that it has reached an exclusive multi-year agreement with the National Association for Stock Car Auto Racing (NASCAR) for its fuel pump products to join the NASCAR Automotive Licensing program.

Long Beach-based DENSO Sales California, Inc. announced recently that it has reached an exclusive multi-year agreement with the National Association for Stock Car Auto Racing (NASCAR) for its fuel pump products to join the NASCAR Automotive Licensing program. The agreement allows for DENSO’s fuel pump product line to carry the prestigious NASCAR Performance brand on its entire line of First Time Fit Fuel Pumps, including advertising, marketing materials and packaging.

“We are fortunate to have this opportunity to partner with an outstanding organization like NASCAR,” said Richard Shiozaki, senior vice president of DENSO Sales California. “Whether it be race fans or auto parts customers, DENSO shares NASCAR’s commitment to delivering quality, performance and value.”

Developed in 1996, the NASCAR Automotive Licensing program builds awareness for the sport by creating marketing alliances with an expanded base of leading manufacturers and corporate partners under the NASCAR Performance and NASCAR Officially Licensed brand names. Together with a fully integrated marketing and media program, NASCAR is leveraging its assets to address the car-care needs of the sport’s 75 million fans. Today, 35 companies are part of NASCAR’s Automotive Licensing group.

"DENSO is a great complement to the NASCAR Automotive Licensing program," said Odis Lloyd, NASCAR managing director, automotive licensing. “DENSO offers a tradition of innovation and they’re as serious as we are when it comes to connecting with technicians and consumers and offering innovative solutions for today’s demanding automotive needs.

The professionals at DENSO and the NASCAR Automotive marketing team will begin developing strategic marketing platforms to promote their fuel pump products and accelerate this partnership immediately. Additionally, DENSO will serve as a 2006 contingency sponsor for the NASCAR Craftsman Truck and NASCAR NEXTEL Cup series. With this sponsorship, DENSO’s aftermarket logo will be prominently displayed on front fenders of all team race vehicles and show cars. In return, DENSO will provide prize money for the top three finishers of each race, provided they have the DENSO logo on their car.

For more information, call 1-888-96-DENSO or visit

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