Glidden has signed on as an associate sponsor of the No. 20 Home Depot Pontiac driven by Tony Stewart, part of the Joe Gibbs Racing team. The company has also begun a promotional relationship with NASCAR, which it sees as a strategic marketing move for the ICI Paint brand.
“We see genuine affinity for NASCAR in the professional paint community,” said Dan Bonini, senior vice president of marketing for ICI Paints. “Not only does this allow us to build the brand of Glidden Paint, but it allows us to support a very important customer of ours, The Home Depot.”
Mr. Bonini continued, “We also see the core NASCAR fans as DIY