STAUNTON, Va. For the third consecutive year, Federated will sponsor the Federated Auto Parts 400 NASCAR Sprint Cup Series race at the Richmond International Raceway (RIR). This year’s Federated 400, the “One Last Race to Make the Chase,” is scheduled for Saturday, Sept. 6 at 7:30 p.m. EST. The race will be televised nationally on ABC-TV.
Last year, over 2,000 Federated members and customers joined a near capacity crowd at RIR to witness Carl Edwards capture the checkered flag at the Federated 400. In addition, over five million television viewers watched the race on ABC.
“Our members and vendor partners have embraced our race sponsorship,” said J.R. Bishop, director of motorsports and event marketing for Federated Auto Parts. “Not only is it an exciting weekend of racing and hospitality, but the feedback we have received from our members and suppliers is that a lot of business gets done during race weekend. Our vendor expo held at the track on race day is a big hit and this year several of our vendors are conducting their own ‘Suite Deal’ promotions where winners will get a chance to watch the Federated 400 from a luxury suite at the track.”
NASCAR legend and longtime Federated spokesperson Kenny Schrader will be on hand the entire weekend and will join the “Suite Deal” winners at the race. Schrader will also conduct a driving experience at the RIR the day after the race for several lucky contest winners.
“RIR’s long-term partnership with Federated Auto Parts is one of the best in all of NASCAR,” said Dennis Bickmeier, president of the Richmond International Raceway. “Not only does Federated entitle one of the most prestigious events on the schedule the final race before the Chase for the NASCAR Sprint Cup but they also activate like no other sponsor in the sport. With hundreds of Federated members and customers enjoying The Midway, hospitality pavilion, pit road, and grandstands, you can’t walk very far without seeing the famous orange and blue associated with Federated. We’re looking forward to many more years of having them on board as one of our best and most visible partners in the RIR family.”
Federated Auto Parts, headquartered in Staunton, Virginia, is one of the largest auto parts distribution and marketing organizations in North America. Federated is dedicated to supporting its customers with quality name brand parts, programs designed to grow their businesses, and experienced counterpeople who are knowledgeable in today’s evolving automotive technology.
For more information, visit www.federatedautoparts.com.