Sponsorship

Please call 847-272-2120 to talk to Bruce Kaufman about how the USLMRA can help you reach your specific marketing goals and business objectives, or fill out this short form and we’ll provide you more details about our racing series and marketing programs.

Say goodbye to the STA-BIL National Lawnmower Racing Series, and say hello to the STA-BIL Lawn and Garden Mower Racing Series.

The world of lawn mower racing is gathering new mowmentum with the United States Lawn Mower Racing Association (USLMRA) announcing that it will shift its focus to be a publicity, branding and marketing resource for growing brands in the $22 billion lawn and garden category. The USLMRA will continue its national leadership role in the expansion and development of the sport of lawn mower racing.

The STA-BIL Racing Series, featuring seven classes of mowers racing at speeds up to 50 mph with all cutting blades removed, is composed of 19 points races across the country and is broadcast nationally on FoxSportsNet. It was started 18 years ago by Gold Eagle Co., a Chicago family-run chemical manufacturer, to promote STA-BIL Fuel Stabilizer, an additive that keeps gas fresh for quick starts in backyard power equipment like lawnmowers, leaf blowers and weed trimmers.

“Lawn mower racing has been amazing in its ability to generate tremendous publicity and brand awareness for STA-BIL among consumers and trade channels since 1992. We love it,” said Marc Blackman, CEO of Gold Eagle. STA-BIL’s 18 years as title sponsor is one of the longest running sponsorships in all motor sports.

“This is a new day for lawn mower racing,” said Bruce Kaufman, President of the USLMRA and the Series’ Mr. Mow-It-All. “We’ve had lawn mower manufacturers like Snapper and Dixie Chopper as sponsors, and Scotts sponsored a race team in the 2000 season, but we’ve also had other categories represented with brands like K&N Filters, Citgo Oil, Prolong Lubricants, Carolina Footwear and Anti-Monkey Butt Powder.

“The series will take its next big step and focus on one of its core strengths- marketing and publicity opportunities for growing brands within the lawn and garden category, brands sold for the most part through the same mass, big box stores and independent lawn and garden center channels as STA-BIL, with similar marketing challenges and end consumers.”

The USLMRA has identified brands and categories that it can help reach their marketing objectives through participation in the STA-BIL Lawn and Garden Mower Racing Series, ranging from fertilizers, outdoor grills, garden tools and greenhouses to vegetable seeds, online nurseries, rabbit repellents and wheelbarrows. Many of these brands and their marketing staffs are just like STA-BIL’s – aggressive, creative and looking for tactics to differentiate their brands and compete effectively by outsmarting rather than outspending the competition.

“Our new focus is easy to comprehend for lawn mower racing, and it makes perfect sense for the USLMRA. We’re confident we are on our way, and we’re ready to serve more lawn and garden brands by tailoring programs that address their marketing goals,” said Kaufman.

Companies in the lawn and garden category interested in discussing breakthrough marketing tactics and improving sales through a leveraged partnership with the STA-BIL Lawn and Garden Mower Racing Series are invited to call Bruce Kaufman at 847-272-2120 or e-mail him at lawnmowerracing@letsmow.com

You Race What? Why Marketers Use Lawn Mower Racing to Build Brands and Outsmart Competitors

1. Stands Out: Lawn mower racing captures eyes and ears. We call it the E&E Effect. It’s different. As authors Reis and Trout said in The 22 Immutable Laws of Marketing, “when you’re competing with the number one brand in a category, don’t make your brand better, make it different.”
2. Relatable: Everyone relates to cutting the grass and working in the yard. This context is a great platform, a perfect fit to market and promote your lawn and garden brand using lawn mower racing.
3. Affordable: No need for a government stimulus package. Lawn mower racing offers marketing programs exclusively tailored to meet the needs of growing lawn and garden brands. Think of it as NASCAR on a normal budget. Think of it as outsmarting, not outspending your competition.
4. Memorable: When is the last time your marketing caused someone to say with a smile: “Hey, aren’t you the guys who….…?” Well, that’s exactly what trade partners and customers say when you use lawn mower racing in your marketing mix. That has lasting benefits for your brand.
5. Engages People: Lawn mower racing evokes the American ingenuity and competitiveness in all of us. Whether you’re a participant, loyal customer of a sponsored brand or channel member, lawn mower racing penetrates the head and the heart. It’s that kind of personal impact every brand craves.
6. Social Buzz: This is the Triple C Effect. People think lawn mower racing is really Cool and sounds a little Crazy, so this compels them to Chatter about it, and your brand benefits.
7. It’s fun: Who doesn’t like fun? Every brand can benefit with fun as a brand attribute.
8. Man Bites Dog: Lawn mower racing is a compelling story to the trade, customers and the media. For 18 years, the media has loved it, gets it, and covers it. And we’re still mowing…..
9. Giving Back: Lawn mower racing has supported Huntington Disease, the ALS Foundation and many local charities, fire departments and civic groups. This association reflects on your brand.
10. ROI: Lawn mower racing provides a great return on investment. If it didn’t, STA-BIL wouldn’t have been title sponsor from day one, for 18 consecutive years. STA-BIL sales have increased 1200%, a compounded annual growth rate of 16%. Lawn mower racing is a unique and proven vehicle for lawn and garden marketers to:
    - Differentiate your brand from the competition
    - Support trade partners and gain distribution for your brands
    - Generate brand awareness via publicity and drive visitors to your website
    - Engage your customers with affordable, brand-building marketing that’s fun
    - Energize your employees