WD40 increases BDR involvement.

The WD-40 Company announced this week that it has entered into a professional services agreement with NASCAR Winston Cup team Bill Davis Racing.

The sponsorship will include the company's WD-40 brand logo on the uniform of 2002 Daytona 500 winner Ward Burton for the remainder of the NASCAR racing season. Burton has served as a spokesperson for WD-40 the past two seasons, including a current online promotion that celebrates the 50th anniversary of the WD-40 brand.

"This sponsorship is an extension of our already existing relationship with Ward, strengthening our marketing efforts by involving his team and making our partnership more visible," said Rob Fleisher, director of marketing for WD 40 Company. "Ward's involvement has been a sizeable part of our program since the beginning of 2002, and we are looking forward to increasing that relationship to include his winning race team."

WD-40, the Multi-Purpose Problem Solver of NASCAR, plans to use Burton in various aspects of an integrated marketing campaign as well as point-of-sale materials for the remainder of the year and next season. The brand's association with Bill Davis Racing will be even more visible in marketing materials through the use of Ward's race uniform, which will include the famous WD-40 logo as well as the Lava logo. Lava is a heavy-duty hand cleaner also made by WD-40 Company.

"We're happy to have WD-40 join the Bill Davis Racing team," said team owner Bill Davis. "Everything we do at our shop - from building engines to pit stop practice - makes a difference on the track. The quality products produced by WD-40 will only add to our efforts to be successful week-in and week-out.

"I know there are a lot of fans out there who have extreme talents when it comes to the mechanics and care of their cars. If WD-40 can withstand the rigors on the parts we put out at our race shop, I know it will be great to have in my own garage."