The Sherwin-Williams Company is not only the largest producer of paints and coatings in the United States, but is among the largest producers in the world. In addition to being a team-wide sponsor and the exclusive paint supplier of Roush Fenway Racing, they are a very important customer of 3M, primary sponsor of the Roush Fenway Racing No.16 Ford. Sherwin-Williams was able to take advantage of 3M’s pass-through rights and sponsor a race, Kansas, with the goal of motivating account salespeople and retail stores to reach sales goals of key 3M products.
Roush Fenway created a unique No. 16 paint scheme just for this race with Sherwin-Williams as the primary brand. But that was just the beginning. Roush Fenway, which supports their sponsors with numerous hospitality and show car events each season, assisted with entertainment, hospitality and other activations.
The promotion also went beyond the Kansas Speedway. In the stores, race t-shirts and die cast Sherwin Williams Roush Fenway race cars were packaged with products. And because the recipient of the pass-through rights has access to assets such as use of car and driver's likeness, driver Greg Biffle's image was utilized to draw attention on the sales floor. Race tickets also motivated employees to hit the sales goals and window clings, buttons and hats helped them promote the effort.
The result was overwhelmingly positive. To cap it off, Roush Fenway driver Greg Biffle drove the Sherwin-Williams car to victory, so top sales people got the extra treat of experiencing victory lane.