Lincoln Electric and Nascar have announced a five-year deal that will take the company's involvement in Nascar past the ten-year mark. As well as maintaining its sponsorship of welders and welding helmets and its sponsorship of a number of races, the company has added contingency sponsorships in the Cup Series and the Camping World Truck Series, with weekly prize money on offer to competing teams.

Nascar's automotive-specific marketing programme also includes exclusive marketing rights, the ability to co-brand products and product packaging, and involvement in a long list of integrated media programmes.

"Our partnership with Nascar has been valuable to our business and we see continued benefits from this sponsorship," said Mickey Holmes, motorsports marketing manager, Lincoln Electric. "Utilising the Nascar Performance brand and continuing our contingency program keeps the Lincoln Electric name in front of millions of brand loyal Nascar fans."

Odis Lloyd, managing director of Nascar's Automotive Group: "Lincoln Electric is a great example of a sponsor expanding its support in our sport. Entering the sport in 2000, Lincoln became an integrated partner with team relationships as well as the contingency program, and we are proud to have them continue that partnership."