Thor Industries Inc. subsidiary Dutchmen Manufacturing Inc. has entered into an associate sponsorship agreement with Richard Childress Racing’s (RCR) No. 21 Rockwell Automation team in the NASCAR Busch Series.
RCR currently fields three NASCAR Winston Cup programs (the No. 29 GM Goodwrench Service team with driver Kevin Harvick, the No. 30 America Online team with driver Jeff Green and the No. 31 Cingular Wireless team with driver Robby Gordon) and two NASCAR Busch Series teams (No. 2 ACDelco team with driver Johnny Sauter and the No. 21 Rockwell Automation team with co-drivers Jeff Green and Jay Sauter).
“We believe our customer and the NASCAR fan fit the same demographic profile and that our sponsorship will expand the brand recognition of Dutchmen products,” said Steve Paul, vice president of sales and marketing for Goshen, Ind.-based Dutchmen. “There are 75 million people in the United States who are regular fans of NASCAR. Studies have proven that fans are three times more likely to try or purchase a brand that supports NASCAR racing.
“We are absolutely thrilled to be associated with Richard Childress Racing,” Paul added. “RCR is one of the elite teams in NASCAR and our association with them is an ideal situation for Dutchmen, our dealers and our customers.”
RCR President and CEO Richard Childress is the only team owner in NASCAR history to earn championships in all three major NASCAR series: Winston Cup Series (1986, ‘87, ‘90, ‘91, ‘93, ‘94 with Dale Earnhardt); Busch Series (2001 with Kevin Harvick); and the Craftsman Truck Series (1995 with Mike Skinner).
“We’re very pleased to have Dutchmen join the RCR family of sponsors,” said Childress. “Hundreds of thousands of fans every year take their RV’s to NASCAR race tracks across the country so it’s a great opportunity for Dutchmen to promote its product. We look forward to helping them do just that.”