Corporate Backing Helps Peterborough Speedway Build the Brand

Corporate BackingFrom the weekly short track to the national stage, sponsorship has long been a contributing factor in the world of motorsports. Drivers and race teams rely on marketing support to off-set expenses for parts, fuel, tires and travel expenses. Speedways look to local, regional and national advertisers to help defray weekly operating costs and to contribute to the end of season point funds for each division.


Over the years, Peterborough Speedway has been very fortunate to have a number of companies back their weekly events and strengthen its reputation in the motorsports community. Track owner/promoter J.P. Josiasse says the marketing programs have been beneficial for the venue and the advertisers.


“We’ve had some great partnerships over the years,” said Josiasse. “In many cases, businesses that have never been involved in racing before have come into the fold to test the waters and wound-up staying on for several seasons. They’ve quickly discovered the value of being associated with the track and learned how loyal the fan base is to an organization that gets behind their favourite sport.”


With the 2015 season taking the green flag in just a few months, Peterborough Speedway officials are pleased to announce that Paul Davis Systems will return as the sponsor of the track clean-up crew and Thunder Car division. Battlefield Equipment Rental will provide funding for the 4Fun class and Earl Ireland Auto Sales will be back for a second campaign of supporting the Late Model field. Dart Heating and Air Conditioning will once again lend their name to the venue’s victory lane.


Josiasse says fans will benefit from one of the biggest off-season signings. Pepsi has agreed to sponsor the Toonie Grandstand Admission/Fan Appreciation Nights for another 5 years. The popular events where spectators can meet the drivers and get a close-up look at the racing equipment are staged 3 times during the season. This year, those dates are May 30th, July 11th and August 12th.


“As a former racer, I can tell you the Fan Appreciation Nights are as big a hit with the drivers as they are with the crowd,” said Josiasse from his office on the second level of the speedway tower. “Everyone has someone they cheer for every week and the younger fan base – the kids who don’t get a chance to head into the pit area – can’t wait to get close to the racecars and meet their favourites.”


Fans will get their first official look at the 2015 event line-up when the Peterborough Speedway will be part of the first ever Canadian International Motorama Custom Car and Motorsports Expo – Friday, Saturday and Sunday, March 13th to 15th – at the International Centre in Toronto. The track will also have displays April 10th, 11th and 12th at the Kawartha Home and Cottage Show and April 12th through 18th at the Lindsay Mall.


Find the latest pre-season news at or by liking the track on Facebook or following it on Twitter. You can also download the free Peterborough Speedway app on your Smartphone.

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