Backcourt Image to Leverage Racing Heritage, Support Brand Positioning….

In conjunction with its retail branding program, VP Racing Fuels today introduced “Winner’s Circle,” its new c-store brand which will be displayed in VP’s booth at this week’s NACS show in Las Vegas. At its core the new brand reflects VP’s racing heritage, which VP acknowledges as the foundation on which the company’s current expanding business model was built.

“We would not be where we are and have the opportunities we have today without nearly 40 years of helping our customers win races off road and on the track,” said Alan Cerwick, President of VP Racing Fuels. “Everything we’ve done has been born out of the genius of the Mad Scientist’s leading edge technology and fueled by a passion and dedication to helping our customers win, so ‘Winner’s Circle’ is a perfect fit.”

“That hasn’t changed with our new expanded business model except that now our passion extends to helping our retail partners ‘win’ with our branding program, which was specifically designed to help c-store owners become more competitive and more profitable,” Cerwick said.

Winners Circle_logo_FINAL

“Similarly, our new ‘consumer’ products were each designed to help our retail customers and their equipment deliver a ‘winning’ performance. That includes, for example, our Madditive™ performance chemicals to help ensure they get the optimum performance their vehicles were designed to deliver and VP Small Engine Fuel, which helps ensure their outdoor power equipment starts easily, stays out of the repair shop and operates at peak performance.”

“This philosophy is summed up in our new tagline, ‘Our Passion is Your Performance™,” Cerwick added. “Whether it’s the owner of a VP Racing Fuels / Winner’s Circle station or the retail customers who do business there, our goal is to make them feel like winners and be confident in VP’s commitment to helping them perform like champions in whatever they undertake.”

VP’s philosophy was not lost on Mike Frank, owner of TMT, Inc., which converted nine stations in Dallas, Texas to the VP brand earlier this year. “The idea that a brand is actually interested in helping us make money and not just acting like the gas gestapo is refreshing,” said Frank. “It’s a pleasure to hear from my VP rep, as I know he’s calling with ideas and suggestions as opposed to complaints and nitpicking. I’ve been in and around this business my whole life and these guys get it.”

For more information about VP’s retail branding program, visit VP’s booth #8415 at the NACS show, visit VPRacingFuels.com/branding or contact:

Ted Tritt – 210-510-8409 or ted.tritt@vpracingfuels.com

Upper Midwest/Northeast
Matt Schuster – 210-784-6708 or matt.schuster@vpracingfuels.com

South Central/West
Bryan Noonen – 210-289-6000 or bryan.noonen@vpracingfuels.com

VP Racing Fuels is best known as the World Leader in Race Fuel Technology™, fueling champions in virtually every form of motorsport on land, sea and air since 1975. VP is the Official Racing Fuel of Tudor United SportsCar Championship, AMA Supercross, World of Outlaws Sprint Cars, TORC-The Off Road Championship, Pirelli World Challenge, NHRA Championship Drag Racing and Rally America, among more than 60 VP-sponsored series and sanctioning bodies.

As part of its retail branding program, gas stations/convenience stores across the U.S. are being branded as VP Racing Fuels, with each providing distribution for VP’s other product lines including ethanol-free VP Small Engine Fuels, formulated for 2- and 4-cycle outdoor power equipment; VP Madditive™ performance chemicals; and VP/PowerMaster® hobby fuels for R/C Racing. More information is available online at VPRacingFuels.com, VP-SEF.com or PowermasterFuels.com.

Posted by:  Steve Scheidker – 210-635-7744; steves@vpracingfuels.com