OtterBox recently announced they are teaming up with Red Horse Racing's Germán Quiroga, sponsoring him for nine NASCAR Camping World Truck Series races this season.
This marks the first NASCAR sponsorship for the manufacturer of waterproof boxes, device-specific smartphone and tablet cases, who will also serve as associate sponsor for No. 77 Toyota Tundra.
"OtterBox protective solutions are premium and engineered, which aligns perfectly with the Red Horse Racing team and Germán Quiroga," said OtterBox CEO Brian Thomas in a press release. "We're excited to be a part of the team and of the sport."
Quiroga, currently in 16th place in the NASCAR Camping World Truck Series, linked up with Red Horse Racing earlier this year, driving full-time in hopes of capturing the Rookie of The Year award for the truck series. Quiroga won the pole position in last week's American Ethanol 200 Presented by Enogen, breaking Iowa Speedway track record during qualifying.
"Being a part of Red Horse Racing has given both Germán and me the best chances of getting the feat done with the right equipment and resources with Toyota and Joe Gibbs Engines," said Dan Stillman, who serves as Quiroga's pit chief duties since the start of the season.
OtterBox has positioned themselves in a great position if the Mexican-born driver continues improving in the standings and wins the Rookie of The Year Award. Expanding NASCAR's fan-base has been a huge part of vice president of brand, consumer and series marketing at NASCAR's Kim Brink's initiative plans since joining the race series's front office.
Brink has laid down a foundation for NASCAR's Five-Year Plan, designed to increase the sport's appeal to youth, Generation Y, and Hispanic markets. As part of their fan-base expansion, NASCAR recently signed with Fox Deportes to telecast races, beginning this year's Daytona 500 - marking the first time the prestigious race aired in Spanish.
Mexican-based NASCAR Toyota Series also made their US debut this year, holding their season-opener at the Phoenix International Raceway last March. Phoenix is currently being used as a test market for a 12-month pilot program focused on seeing what works with Hispanic race fans.
NASCAR has even gotten into the telenovela business having teamed up with Kate Del Castillo and Univision Productions to produce a NASCAR-themed Web Series, in hopes of attracting new fans. The seven minute web episodes were filmed at the Homestead-Miami Speedway and starred Del Castillo playing a NASCAR driver juggling her career and a love triangle between Christian Meier and Carlos Ponce.
NASCAR consulted with the actress, who is a fan of the sport, to keep the show as authentic as possible, in hopes of teaching new fans about the sport.
"It's our opportunity to meet them where they're at, within the genres they're already invested in," said NASCAR vice president of entertainment marketing Zane Stoddard. "I feel like our sport is uniquely accessible in terms of relationships, family and all the things that drive television shows."
Quiroga is excited about his partnership with OtterBox, fully aware that it is a great opportunity for the company to get their foot in the door with NASCAR as well as expand their presence in the Latino market.
"It's an honor for OtterBox to choose me to represent their brand in the NASCAR Camping World Truck Series," said three-time NASCAR Mexico Series champion, in a press release. "As OtterBox looks to grow and expand their market in the Latin community, I am eager to share our experiences together on and off the race track. We share many things in common, the most important of which is a drive for success."