Marketing has taken an innovative turn in the HVAC industry. Reaching speeds of 200 mph plus, manufacturers’ logos have found a new place to proudly display their brands - on racecars and racers. Through team sponsorships, manufacturers have found a way to entertain and reward dealers and contractors, and have gained access to a whole new homeowner market. The following information highlights some of the strides that manufacturers have made in their efforts to grab the checkered flag.

BRYANT HEATING & COOLING SYSTEMS

Bryant Heating & Cooling Systems, the longest-running nonautomotive sponsor of Indy 500 racing teams, is a 2007 IRL IndyCar Series sponsor of Andretti Green Racing (AGR) and drivers Tony Kanaan and Michael Andretti. Bryant has already experienced success in 2007. Kanaan, who has the Bryant logo displayed on his No. 11 car, his helmet, and uniform throughout the entire IndyCar Series season, finished first at the Indy Japan 300 in April (pictured below), and finished 12th in this year’s Indy 500. Through IRL, Bryant offers dealers a unique opportunity to come to each race and support AGR in its run for the checkered flag. 

CERTAINTEED

CertainTeed Corp. has a 10-race primary sponsorship on Joe Nemechek’s No. 13 Chevrolet for the 2007 NASCAR Nextel Cup season. During the remaining 26 races, CertainTeed will have a major associate sponsorship on Nemechek’s car, which he stands next to on race day (pictured below).

DAIKIN AIRCONDITIONING BELGIUM

Daikin Airconditioning Belgium has been the main sponsor of the only female racing team in the Belcar competition since 2003. Different cars have been outfitted with Daikin’s colors each year, including a Mini Cooper S3, a Ferrari 360, and a BMW120D. This year, drivers Stephanie Boden and Alexandra Van de Velde are driving a Dodge Viper Competition Coupé GT3 2007 (pictured below). Along with the races, the company provides its clients with multiple hospitality activities.

EMERSON CLIMATE TECHNOLOGIES

Emerson Climate Technologies’ sponsorship of Richard Childress Racing (RCR) in 2006 and now in 2007 has proven to be an excellent partnership, according to the company. The RCR team includes drivers Kevin Harvick, Clint Bowyer, Jeff Burton, and Scott Wimmer (pictured below). “Our sponsorship with the RCR team has been very beneficial in promoting our brand and in building relationships with industry-leading contractors,” said Tim Fletcher, manager, Air Conditioning Aftermarket Programs, Emerson Climate Technologies. “The business relationships that we have developed through this sponsorship have been beneficial as well, from installing Emerson components in RCR’s facilities to strengthening our relationships with key end users that are involved in the sport.”

LENNOX INDUSTRIES

Lennox Industries sponsors Penske Racing in the NASCAR Nextel Cup Series and has been on the No. 2 car for 10 consecutive years. During the 2006 season Lennox sponsored eight NASCAR races, entertaining approximately 1,400 customers, and will continue to do so in 2007. Race day includes a Lennox hospitality tent with visits from Kurt Busch, tours to the garage and pit areas, and food and beverage. Rusty Wallace retired at the end of 2005, and the 2004 Cup Champion, Kurt Busch (left), has filled the vacancy earning one win, nine top 5, and 15 top 10 finishes; leaving just enough time to pose with Dave Lennox (right) prior to the race at Chicagoland Speedway.

RHEEM MANUFACTURING CO.

Rheem Manufacturing Co. is a major associate sponsor of Richard Childress Racing’s No. 29 car. The Rheem logo is featured on driver Kevin Harvick’s fire suit and on his car’s rear quarter panel as seen against the Reese’s paint scheme at the Crown Royal 500 (pictured below). Recognizing and rewarding loyal Ruud and Rheem contractor customers and developing new business relationships is the No. 1 objective of the Rheem Motorsports Program. The company hosts valued customers to a first-class VIP Speedway Experience at most races on the 2007 NASCAR Nextel Cup Series schedule. So far, Rheem has hosted more than 500 VIP contractor guests. These guests experience behind-the-scenes pit and garage tours, special meet-and-greet celebrity appearances, gifts and prizes, premium-view seating, and endless food and beverages.

Publication date: 06/18/2007