Local marketing firm signs big deals in NASCAR, F1

Just Marketing International is making waves in NASCAR and Formula One.

In late January, the Zionsville-based motorsports marketing firm signed a deal to represent Epson as the technology company returns to F1, a global open-wheel circuit with a huge fan following.

Earlier in January JMI signed a deal with Hisense, a Chinese multi-national electronics manufacturer known for its televisions, as the company debuts in NASCAR, beginning with title sponsorship of the NASCAR Xfinity Series race in Atlanta on February 28, the Hisense 250.

While the Hisense deal isn’t one of JMI’s biggest deals financially, it is important because it’s one of the first Chinese companies to come to the U.S.-based NASCAR stock car series, and the deal has potential to grow significantly.

Hisense, the market leader for flat-panel TVs in China for 11 consecutive years, is focused on growing awareness of its brand in the U.S. market.

JMI has been assisting Hisense with its entry into motorsport sponsorship, which began last year with a team partnership in F1.

“NASCAR is one of the country’s largest sports, with hugely brand-loyal fans,” said Hisense Vice President Lin Lan. “This [NASCAR deal] will help us communicate our products. It will generate meaningful brand awareness and, hopefully, it will lead to many more NASCAR fans watching races on Hisense TV sets.”

JMI will manage Epson’s multi-year agreement as the preferred supplier and team partner of the Mercedes AMG Petronas F1 team.

As part of the deal, Epson’s logo will be displayed on the Mercedes AMG Petronas race cars, team helmets and driver uniforms.

Epson also will supply inkjet printers, scanners, projectors and wearables, including smart glasses and health/sports sensing products for the team.

Epson spokesman Nathan Fulcher said the California-based company will lean heavily on Just Marketing to help promote, activate at the track and maximize the return on investment of the sponsorship deal.