Peak becomes new title sponsor of Nascar Mexico Series

Company signs with Nascar development series as Hellmann's sponsors Talladega race.

Peak becomes new title sponsor of Nascar Mexico Series

Automotive products company Peak has agreed a multi-year deal to be the new title sponsor of the Nascar Mexico Series, which returns to the track in 2017 after a one-year hiatus. 

The Old World Industries-owned manufacturer replaces Toyota, and in doing so becomes the third title sponsor of the stock-car series since its inaugural season in 2004. Peak has also become an official partner to Nascar, which will see a host of its products enjoy a strong brand presence at various races staged by the preeminent stock-car racing organisation.

The financial terms of the agreements were not released. 

"Old World Industries products have been a recognised part of the racing industry for decades, and we're proud to help bring Nascar to the passionate fans in Mexico and the US for years to come," said Bryan Emrich, chief marketing officer at Old World Industries. "Whether in the garage or on the track, we'll continue to deliver quality products that auto enthusiasts can count on."

Elsewhere in Nascar, US-based condiment supplier Hellmann’s will be the title sponsor of the upcoming Sprint Cup race at Talladega Superspeedway.   

The elimination race, which will take place on 23rd October, will officially be known as the Hellmann’s 500. Although the financial terms of the one-off sponsorship were not released, industry trends would suggest that Hellmann’s will be paying a fee in the region of US$1 million.