STA-BIL LAWN MOWER RACING

STA-BIL Lawnmower Racing

STA-BIL Lawn Mower Racing and the United States Lawnmower Racing Association (USLMRA) was created on April 1, 1992. It began as a one time race on April Fool’s day, but has since evolved into over 20 Regional races per season and an Association of over 500 members across the country.

For more information on the USLMRA and how to become involved in Lawnmower Racing, please visit www.letsmow.com.

         

Since 1992, Gold Eagle Co.’s STA-BIL Fuel Stabilizer has sponsored the United States Lawn Mower Racing Association (USLMRA) and the STA-BIL Lawn & Garden Mower Racing Series. 

The world of lawn mower racing is gathering new mowmentum as the (USLMRA) shifts its focus to be publicity, branding and marketing resource for growing brands in the $22 billion lawn and garden category. The USLMRA will continue its national leadership role in the expansion and development of the sport of lawn mower racing.

The STA-BIL Racing Series, featuring seven classes of mowers racing at speeds up to 50 mph with all cutting blades removed, is composed of 19 points races across the country and is broadcast nationally on FoxSportsNet.  It was started 20 years ago by Gold Eagle Co., a Chicago family-run chemical manufacturer, to promote STA-BIL Fuel Stabilizer, an additive that keeps gas fresh for quick starts in backyard power equipment like lawnmowers, leaf blowers and weed trimmers.

“Lawn mower racing has been amazing in its ability to generate tremendous publicity and brand awareness for STA-BIL among consumers and trade channels since 1992. We love it,” said Marc Blackman, CEO of Gold Eagle. STA-BIL’s nearly 20 years as Title Sponsor is one of the longest running sponsorships in all motor sports.

“Lawn mower racing continues to grow like untreated crab grass,” said Bruce Kaufman, President of the USLMRA and the Series’ Mr. Mow-It-All.  “We’ve had lawn mower manufacturers like Snapper and Dixie Chopper as sponsors, and Scotts sponsored a race team in the 2000 season, but we’ve also had other categories represented with brands like K&N Filters, Citgo Oil, Prolong Lubricants, Carolina Footwear and Anti-Monkey Butt Powder.

“Our new focus is easy to comprehend for lawn mower racing, and it makes perfect sense for the USLMRA. We’re confident we are on our way, and we’re ready to serve more lawn and garden brands by tailoring programs that address their marketing goals,” said Kaufman.

The USLMRA: We Mow How to Build Brands©

Most lawn and garden marketers zig. They settle, satisfied with me-too marketing with too-little results. We zag. We’re different.  We stand out.  Our objective is to build your brand so you reach your business objectives.

Introducing a new concept: the STA-BIL Lawn and Garden Mower Racing Series, the first ever category-specific provider of publicity, content and motorsports marketing for the lawn and garden industry.

Our vision: A category-specific, NASCAR®-inspired racing series where growing lawn and garden brands promote their lawn mower racing sponsorship to generate brand awareness and trade acceptance, while at the same time benefiting from marketing and publicity efforts of other sponsors via a cooperative marketing platform.

Our goal: Grow your brand like STA-BIL®, which started as a small fuel stabilizer brand, leveraged its lawn mower racing sponsorship to drive consumer preference and trade support, and now dominates with a 90% share and excellent distribution in mass, hardware, home center and lawn and garden retailers.  Come zag with us.

Here’s how the STA-BIL Lawn and Garden Mower Racing Series can benefit your brand:

-          Differentiate your brand and engage customers with interesting content and promotions

-          Generate brand awareness via publicity, TV, social media and visitors to your website

-          Support your trade partners and leverage the marketing efforts of other series participants