Virtually every major aftermarket company in Canada has an involvement in the Series. Many sponsor cars and have programs in place that leverage their investment in racing through all aspects of their business. Some are involved in the television program due to the audience it delivers - customers. Generally the fan is male, although the number of women attending races is growing quickly, between the ages of 25 to 45, is married with children, owns his own home, has a minimum of high school education and has a blue collar job. Over the years we have developed a great show and loyal fan following, our sponsors know that and have come to the series to essentially sell more product.
Television coverage is extremely important to the sponsorship mix.
We began with the objective of reaching the installer, the guy who replaces and repairs machinery bearings. We invited counter people to the races to meet our team. And our sales people found that once into a buyer's office, the topic of racing was often a common interest that helped develop a relationship that resulted in increased sales. Our association with Gibbons Motorsport is very successful. Winning gives us the connotations we need to positively position Canadian Tire in the marketplace to our employees and customers.