Klaussner Furniture Industries Shifts NASCAR Marketing Effort Into High Gear- With Mattei

Furniture World Magazine

Three years ago, Klaussner Furniture Industries president, J B Davis reached out to help Michael Waltrip's Busch Series effort following a crash at Daytona International Speedway. Now as Waltrip begins his first season at Mattei Motorsports, Klaussner is playing a major role in the NASCAR star's 1999 Winston Cup program. "It was my first race as a car owner in the Busch Series here at Daytona. After an early wreck, I was standing there. scratching my head wondering what I had gotten myself into. I walked up and said. 'I'll bet you Could use another sponsor, couldn't you? That's how it started," said Waltrip, "and it's been a great relationship ever since." This year, the Klaussner name is prominently positioned on the rear quarter panels of the No. 7 Phillips Chevrolet, and Davis couldn't be happier. "We are extremely happy to continue our relationship with Michael Waltrip and NASCAR," said Davis. "Michael is a fine young man and we are proud to join him in his move to Mattei Motorsports, Our major associate sponsorship with Mattei is giving us a greater opportunity to participate in the fastest growing spectator sport in the United States. This increased level of Support gives US the ability to expose the Klaussner name and support efforts to build our corporate brand. Team owner Jim Mattei, who is entering his third season in NASCAR's premier series shares Davis' excitement. "Mattei Motorsports is very excited to have Klaussner involved in 1999," said Mattei. "Klaussner has a long history with Michael, and we're excited about them continuing that relationship with our team. They understand racing, and when you have a sponsor that understands the sport, it makes the season a lot more exciting." Klaussner's understanding of the sport and its marketing potential provides more than enough justification for the company's increased involvement this year, according to Klaussner's human resources director Mark Walker. "We believe that our company will gain a great amount of recognition and benefit with our emphasis on Winston Cup racing," said Walker. "Statistics and surveys show that 72 percent of NASCAR fans consciously purchase products of NASCAR sponsors. With the Klaussner name being very prominent on the race car, we feel this sponsorship will play a major role in growing our business and making the future of all Klaussner employees even more secure." Klaussner Furniture Industries is among the largest furniture manufacturers in the United States and is the largest privately held furniture manufacturer in the country.