UniFirst OKs 8-Year NASCAR Deal

UniFirst Corp. recently announced an eight-year agreement with Hendrick Motorsports, an 11-time NASCAR Sprint Cup Series champion, that will make UniFirst the primary sponsor of the No. 5 Chevrolet SS driven by Kasey Kahne, according to a new release. The deal runs through 2023.

As the new official workwear provider of Hendrick Motorsports, UniFirst will be a two-race primary sponsor in both 2016 and 2017, with the relationship increasing to three primary races annually from 2018-2023. In addition, UniFirst will be a full-season associate sponsor of the No. 5 team.

UniFirst, Wilmington, MA, will make its Sprint Cup Series primary sponsorship debut later this season with back-to-back races on Oct. 23 at Talladega Superspeedway and Oct. 30 at Martinsville Speedway, the release said.

“UniFirst is excited to be a primary sponsor of Kasey and Hendrick Motorsports,” said Adam Soreff, director of marketing and communications for UniFirst. “This partnership is a great opportunity for our company because Hendrick Motorsports is one of the premier – and most highly respected – teams in professional auto racing. UniFirst’s broad customer base, which includes 300,000 business locations across North America, employs thousands of enthusiastic NASCAR fans, so this relationship is a natural fit. We’re extremely proud to have the UniFirst brand represented in such a dynamic atmosphere.”

As part of the new relationship, UniFirst will supply work clothing and uniforms to Hendrick Motorsports and sister company Hendrick Automotive Group, which is the largest privately held retail automotive organization in the United States.

“When a sponsor feels strongly enough to commit for eight years, it sends a clear message,” said Rick Hendrick, owner of Hendrick Motorsports. “There’s tremendous excitement about the opportunities our team and our sport present for UniFirst. They have a reputation for world-class service, the highest-quality products and services, and having incredible people. We share a similar mindset and culture, and we’re looking forward to working together across our entire organization.” Click here for details.