Just Marketing International, a Zionsville-based firm that specializes in motorsports marketing, this week has signed two deals for the upcoming race season.
GearWrench, a Baltimore-based automotive and tool brand of Apex Tool Group, has hired JMI to introduce it to NASCAR.
JMI has already worked out a deal for the company to sponsor the No. 1 GearWrench Chevrolet SS for four races in NASCAR’s premier series with Jamie McMurray piloting the Chip Ganassi Racing car. The races included in the deal are Richmond in April, Charlotte in May, Loudon in July, and Dover in October.
“This is a huge step for GearWrench,” Jim Roberts, CEO of Apex Tool Group, said in a statement. “Thanks to JMI, we will be able to reach our target markets of industrial and automotive users through NASCAR.”
“As the agency of record, JMI is finalizing activation plans that will incorporate automotive and industrial professionals as well as serious do-it-yourselfers,” said JMI Vice President Eric Pinkham. “This is just the beginning of what you can expect to see and hear from GearWrench within the sport of NASCAR.”
JMI, founded by Zak Brown in 1995, has a huge presence in NASCAR, as well as IndyCar and Formula One racing. In NASCAR, JMI handles accounts for Subway, Dewalt Tools, Budweiser, UPS, Crown Royal and Johnnie Walker, among others.
JMI also recently extended an IndyCar deal with HHGregg Inc., the Indianapolis-based appliance, furniture and electronics retailer.
HHGregg first came on board with JMI in early 2016. Since then, JMI has been guiding the company in its relationship with Andretti Autosport. In 2017, JMI will continue to assist HHGregg with its Andretti Autosport partnership as the co-primary sponsor of the No. 27 Andretti Autosport Honda driven by Marco Andretti.
The races HHGregg will be involved in next season include St. Petersburg, Long Beach, Barber, Grand Prix of Indianapolis, the Indianapolis 500, Mid-Ohio and Sonoma.
“We have been impressed by JMI as they have quickly been able to assist us with our IndyCar program,” Chris Sutton, HHGregg’s senior vice president of marketing, said in a statement. “As we look to continue our partnership with JMI, we’re thrilled to have them onboard to provide us guidance as we look to 2017 and beyond.”
Although terms of the deals were not disclosed, sports marketing experts estimated the GearWrench deal as a high six-figure to low seven-figure annual arrangement, and the HHGregg deal in the low seven-figure range.