American Machinist

A win-win sponsorship. (Casebooks).

TO BOLSTER ITS IMAGE AND BRAND RECOGNITION, machine tool distribution company Arthur Machinery Inc. in Elk Grove Village, Ill., entered a motorsports sponsorship program with SilverHorse Racing. The team races at such historical tracks as Daytona USA, Sebring International Raceway, and Road Atlanta. This gives Arthur the opportunity to have guests and employees attend races--giving the company more exposure for its brands that include Acra, Bridgeport, Brother, Daewoo, Flow, Haas, HE&M, Edwards, Harig, Hydromat, Iemca, Midaco, Milltronics, Miyano, Propen, Sharp, Star, SuperTec, and YCI Supermax.

The season-long sponsorship package, website, and driver appearances give Arthur a new approach to introducing itself to prospects as well as veteran customers. …

Log in to your account to read this article – and millions more.