Why are corporations involved in motorsports? “It’s all about branding,” explains Mark Brown, Marketing Communications manager at DENSO Sales California, Inc. (DSCA) in Long Beach, Calif.

Brown says that DSCA’s sponsorship of motorsports events dates back to the 1990s and has proven an effective way to reach much of DSCA’s target market.

The DENSO name means high quality and superior technology in the automotive industry. DENSO takes its technological expertise to the racetrack in the form of monetary sponsorships and component provisions.

“There are two main types of aftermarket consumers we reach through our sponsorships,” Brown explained. “The first group is those who take their cars in for service but have enough of a love affair with their vehicle that they care to request a particular brand of replacement part. The second group is those who service their own cars – the real grass roots consumer – the guy who will tell a friend if a part performs well for him.” For both groups, awareness of and desire for the DENSO brand is extremely important, Brown said.

NMRA racer Robin Lawrence’s hot new ‘05 Mustang sports the DENSO Iridium Power regalia.

Larry “Mr. Open Comp” Geddes is a consistent winner in this official DENSO car.

Specific sponsorships

DSCA is currently in the second of a three-year title sponsorship with the NMRA (National Mustang Racers Association). The NMRA-DENSO Iridium Power Drag Racing Series is the nation’s top all-Ford drag racing series. Many cars in this series use DENSO Iridium Power sparkplugs and all cars sport DENSO windshield decals. At each event, the DENSO inflatable sparkplug is featured prominently, and DENSO signage is everywhere. In addition, all nine events are broadcast on ESPN2.

DSCA is also involved in all-makes domestic drag racing, with its three-year sponsorship of the NMCA (National Muscle Car Association). As with the NMRA cars, each vehicle in the DENSO Pro Street Class displays a DENSO windshield decal.

DSCA also sponsors RJ DaVera, a guru in the world of the sport compact car street scene. DaVera is highly influential, especially among the younger set. He is personally sponsored by PEPSI, Valvoline, and others. Besides his dominance in the street scene, his dabblings include drifting, video game production, apparel ventures and sport compact racing.

In addition to DaVera, DSCA also sponsors Larry Geddes, a Mustang racer who competes in the NMRA & NMCA Series. Geddes is a highly successful driver who has been racing for 23 years. He has currently won three consecutive Open Comp Class Championships in the DENSO mustang.

DSCA also travels in a trailer to many events with several other major racing sponsors, such as Vortech Superchargers, Detroit Locker, Tremec Transmissions, and Bassani Exhaust. With sponsors sharing the costs, the trailer travels to many events, including NMRA, NMCA, Hot Rod Power Tour, NHRA and Super Chevy races.

While branding is the primary reason for most corporate sponsorships, continuous improvement is another one. When products don’t perform as they should, many racers will let the manufacturers know and improvements are made.

The racing industry has employed DENSO’s high-powered starters and alternators, engine control units, injectors and spark plugs for years. These products have produced racing victories in events ranging from NHRA (National Hot Rod Association) Championships to Champcar races to Supercross events. As racing continues to gain in popularity and the number of racing fans increases, selling products through racing sponsorships remains a vital part of DSCA’s marketing strategy.