Estes Express Lines decided to “hitch a ride to NASCAR’s big leagues” this year. This freight shipping and transportation company has made its way back to Richmond International Raceway with a bang. Estes Express is based in Richmond, Virginia and is partnered with NASCAR driver Jeb Burton for the second time in a row. This year, Estes is taking the spot light as the primary sponsor of Burton’s No. 26 Toyota Camry in the Toyota Owners 400 that took place April 25.
Estes sponsored Burton in the 2014 NASCAR Camping World Truck Series. The partnership Burton and Estes shared at last year’s race is the reason why Estes is currently teamed up with BK Racing. Burton joined BK Racing in 2015 for his first season in the elite Sprint Cup Series.
Estes is the sponsor for not one, but two of Burton’s races this year. It is to Estes’ benefit to become a primary sponsor Burton. In lieu of the sponsorship, the trucking company’s name and logo with be placed on the race car. It will be placed on the car in a catchy manner so that everyone at the race will be officially introduced to Estes Express. The name and logo will be printed on the hood of the car, the back bumper and both sides of the car.
Although there are numerous trucking companies that are sponsoring drivers this year, Estes has the upper hand. It’s central location in Richmond where the races were held is one of its biggest assets.
The marketing and communications director of Estes Express, Liz Denby, said this sponsorship is considered an investment for the company. The decision to sponsor benefits the company long term because of the high levels of exposure that the race provides.
When it comes to pricing to become a sponsor, Denby said package prices vary. The prices all depend on the specific driver’s level of experience, how established the racing team is and what level of racing series. As Denby said, if this race if a good fit for your company, it’s worth the cost for the long term investment. Thanks to one of the Este’s vendors from last year’s race, the company was able to make the connections to sponsor with BK Racing. Burton and Este’s relationship has generated into various benefits of the race for both parties. The connection with Burton created the means for the Sprint Cup sponsorship as well.
Estes was impressed by Burton’s personality and performance from working with him last year. Burton’s fan base and his relationships with other NASCAR drivers was inspiring for the transportation company. Burton and his family paved the way for Estes to make various business connections along the way.
“This year, we have a nice opportunity to stay in the sport and visible- and to do so on that big, national platform. So we’re happy to participate,” Denby said.
Estes Express has over 1,000 local employees at its Richmond location and was ranked as the top privately owned employer in Richmond in 2014.
Estes is not the only Richmond based company sponsoring this year. Friedman Law Firm is a fellow Richmond based company that is a leading sponsor for driver Joe Nemechek.