1. Front Row Motorsports and U.S. Shredder
A Case Study in NASCAR Sponsorship
Privileged and Confidential Information. Do not publish or redistribute.

2. 2
U.S. Shredder
• One of the world’s leading suppliers of equipment and parts
to the scrap recycling industry
• Sponsored David Ragan’s No. 34 entry for the NASCAR Sprint
All-Star Race

3. 3
Program Overview
Traditional
Media
Cause Digital
Marketing Media
Driver
& Team
B2B Hospitality
Pass-
At-Track
Through
Appearance
Rights

4. 4
Program Objectives
• Use NASCAR as a B2B tool to strengthen relationships with:
– Suppliers
– Customers
– Trade Association
• Utilize NASCAR hospitality as a tool to entertain and reward
U.S. Shredder employees
• Increase overall awareness for U.S. Shredder and the scrap
recycling industry

5. 5
Paint Scheme
• The No. 38 U.S. Shredder Ford also featured the logos of key
U.S. Shredder business partners
– Trade Association:
• Institute of Scrap Recycling Industries (ISRI)
– Supplier
• Brilex Group
– Customers and Partner Firms
• U.S. Conveyer Technologies
• Pinnacle Engineering

6. 6
Hospitality
• VIP access to the NASCAR Sprint Cup garage for the race weekend
• Watched the NASCAR Sprint All-Star Race from the No. 34 team’s
pit box
• Garage and pit tour for U.S. Shredder guests
• Meet and greet with David Ragan at No. 34 hauler
• Access to pre-race driver’s meeting
• Pre-race photo opportunity with David Ragan and No. 34 car

7. 7
Media Highlights
• David Ragan NASCAR Now Appearance
– Prominently featured U.S. Shredder in a 3+ minute David Ragan interview
piece on ESPN2
• SPEED
– U.S. Shredder mentions during practice and qualifying on Friday
– 2+ million television viewers
• Online
– Sponsorship announcement made headlines throughout the NASCAR
media
– U.S. Shredder email blast

8. 8
Social Media
• 22,000+ users engaged during
race week
• 100+ photos uploaded during
the race weekend
• Unveiled David Ragan’s U.S.
Shredder paint scheme on
Facebook
• Used to promote David Ragan’s
at-track appearance
• Also promoted David Ragan’s
NASCAR Now Interview

9. 9
At-Track Appearance
• David Ragan visited the Ford consumer display Saturday
afternoon for an appearance that included:
– an interview with MRN’s Steve Post
– a fan Q&A session
– a brief autograph signing

10. 10
Cause Marketing
• Used pre-race press release and sponsorship announcement
to also draw attention to U.S. Shredder’s “Castings for a Cure”
campaign

11. 11
Key Successes
• Entertained U.S. Shredder’s key business partners at the track
• Leveraged “pass-through” rights with suppliers, customers
and the industry’s trade association
• Energized U.S. Shredder employees
• Heightened awareness of U.S. Shredder among NASCAR fans
• Increased exposure for the entire scrap recycling industry
• Attained key insight on how to use sports marketing as a
business development tool

12. Robin Johnson William Sturgill Mike Laheta
EVP & Chief Marketing Officer Director, Business Development Director, Marketing & Business Affairs
rjohnson@frontrowmotorsports.com wsturgill@frontrowmotorsports.com mlaheta@frontrowmotorsports.com
704.904.4347 859.797.0004 440.773.2701
Leading The Pack In Sponsorship Value