ALMS EXTENDS DELTRAN BATTERY TENDER® PARTNERSHIP AND WELCOMES MUC-OFF SPONSORSHIP

Series Adds New Sponsor As Muc-Off Becomes Official Car Care Product

The American Le Mans Series presented by Tequila Patrón announced that its partnership with Deltran Battery Tender® will be extended through 2013. The Florida-based company will remain the Series’ Official Battery Charger and sponsor of the Deltran Battery Tender® Mechanic of the Year Award. In addition, the American Le Mans Series broadened its community of sponsors by confirming the Muc-Off brand as its Official Car Care Products.

Deltran Battery Tender’s role as the Official Battery Charger of ALMS includes commercials in the ABC and ESPN2 race broadcasts, trackside signage, activation at Series’ car corrals and the return of the popular Battery Tender Mechanic of the Year program. Launched in 2011, the $25,000 program awards $5,000 to a team technician in each of five ALMS classes. Winners are voted Mechanic of the Year by International Motor Sports Association (IMSA) staff.

“We were extremely happy with the results from our 2011 partnership with ALMS,” Deltran Battery Tender® Director of Marketing Evin Prelec said. “The Series provided us with the perfect platform to share our message with a targeted audience and we look forward to building on that success in 2012 and 2013.”

There is more good news for the coming season in the form of a brand new partnership with Muc-Off, a leader in premium, bio-degradable vehicle care products. Muc-Off, a sister brand of Deltran Battery Tender®, will become the Official Car Care Products of ALMS in 2012.

“An extended partnership with Deltran Battery Tender® and a new partner in Muc-Off is a great way to roll into the 2012 season and Muc-Off’s bio-degradable product lineup fits perfectly with our Series green initiatives,” said Edward Triolo, ALMS VP of Integrated Marketing Communications. “I think it speaks volumes about the return on investment the American Le Mans Series offers when a partner like Deltran Battery Tender® is not only eager to extend its partnership, but brings an additional brand like Muc-Off on board as well. We’re eager to provide the same marketing dividends to Muc-Off that worked so well for Deltran Battery Tender®.”

The American Le Mans Series presented by Tequila Patrón will start the 2012 season with the 60th anniversary of the Mobil 1 Twelve Hours of Sebring fueled by Fresh from Florida on March 17. The full 2012 ALMS schedule is available online.

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