Before this past week, Young’s Motorsports announced it would field a fulltime entry inside the Gander out doors NASCAR Cup Series this year with long-time driver Gus Dean, who has competed in ARCA the past two seasons.
Sponsoring Dean for a significant part of this 20-19 season is LG Air Conditioning Technologies, a branch of LG Corp., a South Korean multinational conglomerate firm that makers cell phones, appliances, TVs, computers and also solar technology.
It’s LG’s foray in to enlightenment in NASCAR.
So, how can an organization like LG finally choose to pull the trigger and then venture in to motor sports, and specifically NASCAR?
“A lot goes right into it. We have a lot of chances to sponsor things and I believe the most significant thing for me is if Charlie (Dean, Gus’ father) and Gus were sitting around talking and getting to know about Gus along with his history and everything he or she ’s finished along with their passion for this game,” said Kevin McNamara, senior vice president and general manager, Air Conditioning Technologies, LG Electronics USA.
“Being a dad, along with also my son is kind of in exactly the identical a long time, ” I was like, ‘Here’SA excellent young guy. This ’s a guy that’s devoted to what he can. He wants to become a success, he’s a success.
“We only thought it was the ability to associate with a really good group of folks and someone who’s going to do real well and be a part of a winning team. It was a very easy choice to create, quite honestly, together with the rest of the decisions we all now have.
Businesses like LG are pitched sponsorship opportunities daily but McNamara said personal relationships with those involved is probably the largest deciding factor about completing a deal.
“We could sponsor anything that we wanted to, any game, any actions. It’s about people. It’s a business of class but in the event that you’re not connected to the right type of folks then there isn’t any purpose in doing it.
“Afterward with NASCAR, and with as large as NASCAR is, it is still quite personal. Folks today relate with the drivers, so people relate with the teams and it’SA good thing for people. For LG to be part if it is a major plus.
LG has already been cashing in on its own NASCAR exemptions although Dean’s No. 1 2 Chevrolet hasn’t yet hit the trail.
Certainly one of Dean’s LG-sponsored trucks will likely be on display during the upcoming International air conditioning, Heating, Refrigerating Exposition in Atlanta, site of LG’s atmosphere conditioning technologies headquarters.
“We& & rsquo;ve ever kept it off the radar screen just a little bit but as a portion of a few of our events at the expo, we’will have a truck ,” McNamara explained. “Our employeesour spouses, our clients are all planning to find this at exactly the exact same moment.
“We presume it’SA excellent opportunity to blow up the excitement into a whole new point.
Dean stated the faith and trust from LG is “very gruesome.
“Just like they said, they could simply take their money and put it anywhere they need to. They could use it billboards, but they chose to utilize me as their advertising stage,” he explained.
“demonstrably they feel I could represent the company well which is an great honour. And in doing so, they are allowing me to live out my fantasy. I’ve been racing my whole life now I’m going to be in another of those enormous three NASCAR series.
“This ’s possible because of these and their beliefs in me to reveal them both on and away from the trail. It’s only just a little bit of added pressure but I enjoy pressure. I’m really excited and I will ’t wait to reflect them and get them out front.