PEAK® Coolant & Antifreeze, BlueDEF® Diesel Exhaust Fluid Expand Partnership with Haas F1 Team for 2019
October 15, 2018
Old World Industries Brands Move to More Expansive Rear-Wing Endplates in 2019 Sponsorship Augmented by Additional Partnership with Stewart-Haas Racing in Monster Energy NASCAR Cup Series with Driver Clint Bowyer and No. 14 Team
KANNAPOLIS, North Carolina (Oct. 15, 2018) – Old World Industries, the makers of PEAK Coolant & Antifreeze and BlueDEF Diesel Exhaust Fluid and Equipment, has expanded its partnership with Haas F1 Team beginning with the 2019 FIA Formula One World Championship.
PEAK and BlueDEF will be much more visible in 2019, moving to the rear-wing endplates of the racecars driven by Romain Grosjean and Kevin Magnussen. Since July with the British Grand Prix, PEAK and BlueDEF have been featured on the nose of the Haas VF-18s. The brands will retain this position through the season-ending Abu Dhabi Grand Prix before moving to the more prominent rear-wing endplate positions in 2019 to coincide with Old World Industries’ increased investment with Haas F1 Team.
“Just as we have improved our performance year after year, we have improved our commercial viability, and this expansion of our partnership with PEAK and BlueDEF is proof of that,” said Guenther Steiner, Team Principal, Haas F1 Team. “We work hard to score points in races, and we work equally hard to ensure the partners associated with Haas F1 Team score points with their customers. It’s been great seeing how energized PEAK and BlueDEF distributors are with this program and how it has resonated.”
The third-year American team is a solid fifth in the constructors’ standings having tallied 84 points so far this year, easily outpacing its point total from the two previous seasons combined – 29 points in its inaugural 2016 campaign and 47 points last year.
Old World Industries will augment its partnership with Haas F1 Team by also joining Stewart-Haas Racing, the championship-winning NASCAR team co-owned by Gene Haas and three-time NASCAR Cup Series champion Tony Stewart. PEAK Coolant & Antifreeze and BlueDEF Exhaust Fluid and Equipment will be the primary sponsor for driver Clint Bowyer and the No. 14 team for three Monster Energy NASCAR Cup Series races in 2019 with associate sponsorship on the No. 14 Ford Mustang at all other races.
“Old World Industries is an American, family-owned, independent business whose values and methodologies align very well with Gene Haas and his race teams,” said Bryan Emrich, Chief Marketing Officer, Old World Industries. “In a very short period of time, Haas F1 Team has proven to be extremely valuable in expanding our global footprint. PEAK Coolant & Antifreeze and BlueDEF products can be found in more than 50 countries worldwide, and these same countries and regions are where Formula One competes. We’ve already made significant gains with our PEAK Coolant & Antifreeze and BlueDEF brands via our partnership with Haas F1 Team and we wanted to leverage it even more. We’re able to broaden our role with Haas F1 Team while also shoring up our presence in the United States with Stewart-Haas Racing.”
This agreement heightens an already aggressive and diverse motorsports portfolio for PEAK and BlueDEF, with the leading automotive brands enjoying relationships in Formula One, NASCAR, NHRA and the Late Model Dirt Series.
“We get the best of both worlds with Haas F1 Team and Stewart-Haas Racing,” Emrich added. “The PEAK Coolant & Antifreeze and BlueDEF brands get global exposure and continued recognition domestically. The technology of Formula One and NASCAR helps sell our products, as do the personalities we’ve aligned ourselves with. Romain Grosjean, Kevin Magnussen and Clint Bowyer are genuine people who engage well with our customers. Racing is a relationship business, and we’re extremely proud of the relationships we’ve fostered with Haas F1 Team and Stewart-Haas Racing.”
Old World Industries has been a leader in the development and distribution of high-quality automotive and heavy-duty products for more than four decades. For nearly the same amount of time, PEAK has been actively involved in motorsports as a way to highlight the excellence and competitive quality of its family of brands. From partnerships with such racing icons as Dale Earnhardt and John Force to title sponsorships of international series, specifically, the NASCAR PEAK Mexico Series, PEAK has successfully utilized motorsports to showcase PEAK Coolant & Antifreeze and BlueDEF Diesel Exhaust Fluid and Equipment.
“Haas F1 Team provides PEAK and BlueDEF the necessary platform to engage a global audience while showcasing a dedicated commitment to all things racing,” Steiner said. “PEAK and BlueDEF have a track record of success in motorsports and we’re proud to carry on that tradition in Formula One.”
PEAK Coolant & Antifreeze features patented, advanced technologies allowing for superior protection for all vehicles, both on pavement and off-road, and BlueDEF is the number one brand of Diesel Exhaust Fluid in the United States.
Old World Industries, LLC is among the largest privately-held companies competing in the automotive aftermarket. The Northbrook, Illinois-based company enjoys a presence in various consumer product markets in more than 50 countries. Old World’s brands include a full line of PEAK® Automotive Products including Antifreeze Coolant, Motor Oil, Washer Fluid, Electronics and Wiper Blades; BlueDEF® Diesel Exhaust Fluid and Equipment; Victory Blue™ Diesel Exhaust Fluid; EiKO® Lighting; Final Charge® Heavy Duty Global Extended Life Coolant; Fleet Charge® Fully Formulated Coolant; and HERCULINER® Truck Bed Liner Kits. For more information, please visit www.oldworldind.com.