LAKEVILLE, Conn. — True Value has renewed its sponsorship of the International Race of Champions to sponsor this weekend’s return of the series at Lime Rock Park.
True Value was a title sponsor of the IROC Series for decades, with the final year of the partnership in 2003. This is the first IROCevent in nearly 20 years.
“True Value and IROC are synonymous brands across racing and hardware, so it is truly incredible to be an integral part of an iconic event,” True Value CEO Chris Kempa said. “Our partnership brought joy, enthusiasm and a deep connection to community to our stores, as we all rallied behind champions of their sport. We are thrilled to not only welcome the return of these legends, but to continue to serve as part of their legacy.”
More than a dozen original IROC cars sporting the True Value brand will be on display at this fan-forward event. Legendary drivers who raced these cars will also be in attendance to celebrate with fans. Additionally, the event will see the return of beloved staples of the track, including the True Value toolbox in the paddock.
“The primary objective of our IROC event at Lime Rock Park was to reignite the passion and excitement racing fans have for the legendary IROC brand. With today’s announcement, we have taken that one step further by rekindling one of the most iconic partnerships in motorsports history with True Value and IROC,” said IROC Co-Principal Ray Evernham. “True Value and their customers supported IROC for many years and we are grateful to have them involved as we bring IROC back to the track.”
Among the returning cars and distinguished drivers will be former IROC competitors: Mark Martin, Bobby Labonte, Al Unser Jr., Geoff Bodine, Ken Schrader, Geoff Brabham, Davy Jones ad Greg Biffle.