It was time for a change of how Sprintcar racing was marketed and presented, according to Sydney speedway racetrack, Valvoline Raceway (VR).
VR managing director Steve Green, along with newly-appointed brand manager and ex-Saatchi creative Steve May, and brand manager, Wade Aunger, proudly took the wraps off a bold new concept that will see the Sydney Speedway and it’s newly acquire sister track, Toowoomba Speedway, present the ‘ULTIMATE SPRINTCAR CHAMPIONSHIP’.
From this moment forward, the winged monsters that compete at these circuits will been known as Ultimate Sprintcars.
Said Green, “Today we’re unveiling a rebranding overhaul that impacts the way we promote our Sprintcar product, from its advertising and product messaging to its mainstream reach, we have developed a brand concept that we believe can be rolled out across multiple platforms.
“The move represents more than just a superficial makeover. I feel our brand of yesterday was starting to hold back our ability to go mainstream, and limiting the community’s idea of what our sport is or could become. This new branding enhances the whole identity and expression of our Sprintcar product.”
Steve May was recently appointed to brand manager of VR. He leaves the creative department of Saatchi & Saatchi to take the seemingly unusual step of heading to the world of speedway racing. He said: “It just felt the normal, next step: creative to clay track. Look, it’s not often you get a chance to combine two passions and make a career out of it, so when I was asked to join the team, I jumped at the chance. Now it’s pedal to the metal to help make this unique motorsport the best it can be.”