Nascar veteran Martin signs Farmers Insurance deal

21 April 2011 | Posted in Sponsorship, Football, North America | By

Nascar driver Mark Martin has signed a five-race primary sponsorship deal with Farmers Insurance which covers the 2011 Nascar Sprint Cup Series.

Martin, who drives for Hendrick Motorsports, has signed a deal believed to be worth a total US$3.5 million. The deal marks Farmers Insurance’s first foray back into Nascar since it executed a one-off race programme at Fontana, California in February 2009.

Farmers Insurance plans to launch its programme with Martin at the Nascar Sprint All-Star Race on 21st May with a special number 25 Throwback Chevrolet. The paint scheme has been chosen to resemble the red number 25 cars fielded by Hendrick Motorsports during their first multi-car season 25 years ago. In addition to the All-Star Race, Martin will drive the #5 Farmers Insurance Chevrolet in four Sprint Cup Series races at Kansas Speedway (5th June), Pocono Raceway (12th June), Infineon Raceway (26th June) and at Bristol Motor Speedway (27th August).

Paul Patsis, president of enterprise marketing for Farmers Insurance, said: “This partnership makes a lot of sense for Farmers. Nascar fans are among the sports world’s most loyal and passionate. This is a great opportunity to show them why Farmers is an industry leader, just like Farmers customer and world-class driver Mark Martin.”

40-time Sprint Cup race winner Martin, 51, said: “I’m proud to be associated with Farmers Insurance. I’ve been a customer for more than five years so I know it’s a terrific company that offers the highest quality products and services. Bringing back that number 25 paint scheme is something cool for the fans and it fits really well with the Farmers colour and how the company embraces its own history. I remember watching what Hendrick Motorsports accomplished in 1986 and I just hope the 25th anniversary of the 25 brings us a little magic.”

Martin has been involved in top-level motorsport for 30 years.