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Mobil 1 extends NASCAR partnership thru '17

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CHARLOTTE, N.C. (AP) - Mobil 1 will remain the ``Official Motor Oil of NASCAR'' through 2017 under a contract extension announced Monday with parent company ExxonMobil.

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Mobil 1 is entering its 11th year as an official NASCAR partner, a relationship that began in 2003 when it replaced Unocal 76 as the sport's official lubricant. Mobil 1 will now be a contingency partner across all NASCAR national and touring series, the presenting sponsor of the Mobil 1 Driver of the Race Award, and the presenting sponsor of the NASCAR Canadian Tire Series.

Mobil 1 motor oil is used by more than half of the teams in NASCAR's three national series, and the brand also sponsors three-time Cup champion Tony Stewart.

The new deal takes ExxonMobil digital with the launch of the ``NASCAR Automotive Technology Center Engineered by Mobil 1.'' The technology-driven content will be on NASCAR.com, and Mobil 1 global brand manager Rebecca Aldred said it was key to this contract renewal.

``What's appealing to us is the ability to be able to tell our technology story, and we know how engaged fans are involved from a digital standpoint,'' she said. ``We wanted a way to reach and engage the fans with the technology story and explain why half the NASCAR teams choose Mobil 1.''

According to Mobil 1 research, NASCAR fans are nearly twice as likely to prefer, try and recommend the brand because it is the ``Official Motor Oil of NASCAR.'' The company last year used Stewart and Formula One driver Lewis Hamilton in a popular commercial that showcased the brand but not the technology.

AP NEWS
The Associated Press News Service

Copyright 2014
The Associated Press
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