JX NIPPON OIL & ENERGY USA INC.
ENEOS MOTOR OIL
SPONSORSHIP CONSULTING AND STRATEGY | SPONSORSHIP MANAGEMENT | HOSPITALITY AND ENTERTAINMENT | MEASUREMENT AND EVALUATION
THE STORY
JXTG Holdings is a Japanese petroleum and metals conglomerate headquartered in Tokyo, Japan. With subsidiaries in oil and energy, oil and gas exploration, and mining and metals, the multinational corporation employs over 20,000 people and is ranked as one of the top 50 largest companies in the world. While well-known internationally, the ENEOS Motor Oil brand in the United States is relatively new and unknown.
What JX Nippon asked for: ENEOS Motor Oil engaged Spire to develop a motorsports-endemic sponsorship program to grow their brand and business domestically.
THE CHALLENGES
- Increase Brand Awareness
- Generate New Business Leads
- Grow Current Distributor Relationships
OUR SOLUTION: MOTORSPORTS SPONSORSHIP
WHAT WE DELIVERED
After research and due-diligence, Spire aligned the ENEOS Motor Oil brand with:
Asian-American NASCAR phenom, Kyle Larson and championship-winning race team Chip Ganassi Racing. The partnership brought together an up-and-coming racer with an up-and-coming brand, benefited from the Japanese cultural connection and introduced ENEOS Motor Oil to winning at the highest level of motorsports in North America.
Canadian Rallycross star, Steve Arpin. The partnership drew on an international flare and competed at events outside of the continental United States. Arpin’s outgoing personality and connection to the action-sports audience introduced ENEOS Motor Oil to a highly sought-after demographic of JDM (Japanese Domestic Market) enthusiasts.
THE RESULTS: KEY METRICS
MEDIA EQUIVALENCY VALUE
BUSINESS TO BUSINESS INTRODUCTIONS
RANKING OUT OF XFINITY SERIES SPONSORS DESPITE RUNNING 10 OUT OF 33 EVENTS in 2016
LET’S START
something special.
Contact us today and learn what Spire can do for you.