True Value revs up IROC sponsorship
True Value says it is once again partnering with IROC (International Race of
Champions) to celebrate the best of the best in the racing world at the upcoming IROC event scheduled for July 19-20 at Lime Rock Park in Connecticut. 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 IROC event 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 welcome the return of these legends and 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 classic 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 drivers will be former IROC series competitors:
Drivers
- Mark Martin – 5-Time IROC Champion
- Bobby Labonte – 2001 IROC Champion
- Al Unser Jr. – 2-Time IROC Champion
- Geoff Bodine – 1987 IROC Champion
- Ken Schrader
- Geoff Brabham
- Davy Jones
- Greg Biffle
Cars
- Red #5 Dale Earnhardt IROC Gen 3 Camaro
- Green #1 Mark Martin IROC Avenger
- Orange #1 Dale Earnhardt IROC Avenger
- Yellow Al Unser, Jr. IROC Avenger
- White #5 Danny Sullivan IROC Avenger
- Silver #6 Jeff Gordon IROC Firebird
- Black #1 Bobby Labonte IROC Firebird
Drivers will once again have the opportunity to sport True Value gear, and several local True Value store owners will attend the event in celebration of its return.
“As True Value celebrated 75 years last year, and as we refreshed our own iconic brand this year, we reflected on legacy and the partners who have made it possible,” Kempa said. “IROC is essential to the history of True Value, and we’re proud to be part of its future.”
