Martin Truex, Jr. and the Furniture Row Racing Team notched an impressive victory at Dover on Sunday, but the real story came after the race. In an act of stellar sportsmanship (and branding), fellow driver Brad Keselowski left Truex and his boys a little present.
The note simply reads “Martin, You’re on fire, congrats! Look forward to racing w/ you over the next few weeks. All the Best, Brad K.”
Beer and a classy handwritten note is NASCAR at its finest. Usually, these guys are making headlines for throwing hands or trading paint, but there’s a lot of good will that flies under the radar. The fact that Keselowski is exemplifying that with his primary sponsor is just capitalist gravy. What’s the point of advertising for a company that established the American light beer category in 1975 with a great taste and patented brewing process if you can’t spread the love?
As the tweet from Sherry Pollex (Truex Jr’s lady) explains, Keselowski has been doing this for a while. The guy’s in it to get his colleagues buzzed. That’s the kind of attitude a company wants in a human billboard, not some pretty boy that just name drops and smiles a lot. In a perfect racing world, Kyle Busch would be handing out family sized bags of M&M’s while Jamie McMurray tossed McChickens into the rowdy crowd. Not only would it get your name out there, it would also ensure the fans actually sobered up enough to see what’s happening on the track. That’s what folks call a win-win.
Sponsors need to take note. Drivers like Keselowski are the ones who make you really assert your dominance on the competition. All he’ll ask for in return is a fast car, free brews, and a fat check. At the end of the day, as he sits on a patio made from recycled Goodyear Tires and surveys his domain in Gargoyles Performance Eyewear, he and his fellow drivers will be raising those beers to you. That’s branding and sportsmanship at its absolute finest. Chances are he’ll even send a thank you note for it..