V8 Supercars – BJR Unlocks Third Naming-rights Sponsor

January 31, 2012

V8 Supercars

World-leading lock group, ASSA ABLOY, has stepped into the role of title sponsor for the 2012 V8 Supercar season, backing Fabian Coulthard’s car 14.

ASSA ABLOY is the parent company of iconic Australian brand Lockwood, which will feature on Coulthard’s car as well as the front bumper of Jason Bright’s Commodore.

Coulthard’s new livery was launched at ASSA ABLOY’s Melbourne headquarters today, along with the team mascot.

It was also the first public viewing of BJR’s on-car tribute to team-mate Jason Richards, who died last December.

All BJR’s cars will be in action on February 11th at Sandown for the official V8 Supercar test day.

Nick Penny

Marketing Communications Manager, ASSA ABLOY

“Our involvement last year confirmed to us the success of the partnership and how we can leverage it. Having naming rights was the natural progression as it will allow more assets to deliver our key marketing activities in 2012 as well as our internal programmes for our employee base in Australia.”

“The partnership with BJR has also been outstanding, providing excellent value and a base for many of our marketing initiatives in 2011. We value the partnership with BJR and feel their business ethos is closely aligned to our own. They understand our business and have provided a fantastic platform for us to not only promote and advertise our brand but also engage with customers and our employees.

“We are extremely excited about 2012 and can’t wait to get racing at CLIPSAL in Adelaide. Everyone here at ASSA ABLOY Australia and, I’m sure our customers, will be cheering Fabian from the get go.”

Fabian Coulthard

Lockwood Racing

“It’s a pretty exciting time, having a new team, new sponsor and new car .I just can’t wait to get the season underway and get some results.

“Lockwood is full of very passionate people, who are obviously very into their racing. They’ve got a lot of ideas about what they should do and I’m just so happy to work with them. It sounds like it’s going to be fun and we’ll both benefit.”

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