Alloy Employer Services Expands Deal With Williams

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Alloy Employer Services has expanded its support of Josh Williams. (HHP/Andrew Coppley photo)

DAYTONA BEACH, Fla. – Coming off a career-best road course finish of 13th, Josh Williams will take on the inaugural NASCAR Xfinity Series race at the Daytona Int’l Speedway road course Saturday with returning partner Alloy Employer Services.

Alloy will pair alongside Williams’ longtime partner, Star Tron, based in Fort Lauderdale, Fla.

Alloy first partnered with Williams at the Indianapolis Motor Speedway road course in July, marking their first foray into NASCAR sponsorship. Since then, they have expanded their partnership with Williams to include a doubleheader at Kentucky Speedway, along with event’s at Texas Motor Speedway, Kansas Speedway, Road America and now Daytona.

As Alloy entered the partnership space in NASCAR, they found strength not only by design, but within their current network of partners.

Alloy Employer Services took the opportunity to co-op these race cars with long-standing network partners Carefactor Inc. and ProAct Inc.

An avid race fan himself, as well as someone who understands the in and outs of the business model, Alloy CEO JR Pine couldn’t be happier with his decision to partner with Williams.

“We had discussed the opportunity internally a few times to bring our strength and message to the main stage of NASCAR, and it wasn’t until we found the right team – and certainly the right brand ambassador – that we knew we had something special,” said Pine. “The core values that Josh Williams brings with him fall directly in line with our #StrengthByDesign model, and we see something in him that made us want to get on board and stay on board to help write the success story.

“On top of that, seeing our vendors and partners in industry show the same excitement and want to join in on this with has sparked an energy that we hope carries our alliance into 2021 and beyond.”

With a synergy with Williams, DGM Racing and current business associates, the pairing is already strong, but there’s more to the story as well. The wife of one of the core executives of the company is fighting an extreme uphill battle.

Once Williams and company were informed of this, they immediately took action and had a ribbon designed that will ride with the team for the remainder of the season.

Williams, who is known for going above and beyond for his partners, noted that such a decision just embodies who he is.

“To have a company like Alloy Employer Services come on board with myself and this team and just dive in head first is really special. They see the value in NASCAR, myself and the team, and that’s really everything you can ask for in a partner,” Williams explained. “To have them be proud enough of what we are doing collectively to then have other associates join them is humbling to say the least, and I plan to give 150% effort every week for every partner as I have done my whole career.

“Carrying Jenn with us on board every week is just how this group operates. We always have each others back and once you’re in, you’re in for the long haul,” he continued. “I am looking forward to having Alloy and family with us for the duration and thank them for their continued support both on and off the race track.”

Echoing those statements is Greg Dornau, the Executive Vice President of Star Tron Fuel Enzyme Treatment, Williams’ longest-tenured sponsor.

“We saw something special in Josh the first time we paired with him. His first major Xfinity race was under our banner, and we felt welcomed like family from the second we said hello,” said Dornau. “From there we have seen the increase in brand recognition, employee morale and our retail partners really enjoy what we are doing. We look forward to continuing to support Josh and everything he does, as he always represents our brand to the highest level.”

In a time where NASCAR has shown poise and strength through the fluidity of the 2020 season, Williams has also showcased the same in welcoming new partners throughout the year – something that’s not easy in regular times, let alone the current landscape.

“I wouldn’t be here without support and loyalty from long-term partners like Star Tron, Star Brite, Sleep Well, Musselman’s, General Formulations and everyone who has helped anyway they could along the way,” Williams said. “This racing deal is not easy, especially on the business side, and I am thankful for every bit of support along the way.”

In regards to his expectations for the weekend at the inaugural Daytona road course race, Williams was quick to note he’s keeping an open mind throughout the event.

“Each week you learn, get a little better and hope you show them what you’re made of,” he noted. “Hopefully then, they will stick around to see how the rest of the story goes.”

Saturday’s UNOH 188 for the NASCAR Xfinity Series is scheduled for a 3 p.m. ET start, with live coverage on NBCSN, the Motor Racing Network and SiriusXM NASCAR Radio, channel 90.