Lincoln Electric, NASCAR Extend Performance Deal

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12 March 2009

Lincoln Electric, NASCAR Extend Performance Deal

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CHARLOTTE, N.C. -- Lincoln Electric and NASCAR announced a five-year extension of their agreement in which Lincoln Electric remains an exclusive automotive partner under the NASCAR Performance brand and retains its competition contingency sponsorship which includes the Sprint Cup Series in 2009.

Lincoln Electric became the exclusive NASCAR Performance sponsor of welders and welding helmets in 2000 and held contingency award programs in the Nationwide Series, Truck Series, Canadian Tire Series and the Whelen All-American Series.

In 2009, Lincoln Electric will add contingency sponsorships in the Cup Series and the Camping World Truck Series with weekly prize money provided to eligible teams based on finish position. Lincoln Electric also will continue its programs in the Canadian Tire and Whelen All-American series. In addition, a year-end award of $5,000 and a Lincoln Welder will be presented to the Whelen All-American Series champion car owner during the season-ending banquet.

"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. "Utilizing the NASCAR Performance brand and continuing our contingency program keeps the Lincoln Electric name in front of millions of brand loyal NASCAR fans."

"Lincoln Electric is a great example of a sponsor expanding its support in our sport," said Odis Lloyd, managing director of NASCAR's Automotive Group. "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."

NASCAR is one of the few professional sports that have created an automotive-specific marketing program for its family of automotive sponsors. The platform, branded as NASCAR Performance, includes exclusive marketing rights, the ability to co-brand products and product packaging, as well as involvement in a long list of integrated media programs.

The Lincoln Electric Company, headquartered in Cleveland, Ohio, is the world leader in the design, development and manufacture of arc welding products, robotic arc welding systems, fume extraction equipment and plasma and oxyfuel cutting equipment. The company holds a leading global position in the brazing and soldering alloys market. For more information, visit




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