WoO Unveils Craftsman Partnership Activation

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CONCORD, N.C. – The World of Outlaws and Craftsman brand unveiled their full partnership activation at an event at Sears’ World Headquarters in Hoffman Estates, Ill. on Tuesday.

The nation’s premier dirt racing series and America’s most trusted tool brand announced a three-year partnership in early February. The program included a rebranding of both the World of Outlaws Sprint Car Series and World of Outlaws Late Model Series as well as at-track activation, prominent sponsor visibility during events and on World of Outlaws digital properties, as well as show car programs.

The event is the first time the nearly 5,000 employees at Sears headquarters have had the opportunity to see and experience the new World of Outlaws Craftsman Sprint Car Series and World of Outlaws Craftsman Late Model Series.

In addition to series transporters and merchandise trailers and the Craftsman fan vans, 2014 World of Outlaws Craftsman Late Model Series Rookie of the Year Frank Heckenast Jr. and David Gravel attended the event with their respective teams, transporters and race cars.

Celebrity painter Ryan ‘Ryno’ Templeton was also on hand to unveil the World of Outlaws show truck, which he designed and painted.

The event hits just three weeks before history will be made a short distance down from Sears headquarters at Rockford (Ill.) Speedway. Both World of Outlaws series will take on the high-banked track, which will be covered in clay, for the Outlaw Clay Classic on June 29-30. It is the first time in the 68-year history of Rockford that the track will host a dirt racing event.

The process to convert Rockford Speedway into America’s newest dirt track begins on June 26 and will be complete by the time the ‘Greatest Show on Dirt’ competes on June 29. In all, several tons of material, enough to cover the quarter-mile paved oval in eight inches of Illinois river clay, will be placed on the surface.