From the revving of the engines, the drop of the puck, the starting gate buzzer, and the green flag on the race track, to the nuts and bolts of stadium facility maintenance, the fastener industry has made a big play for partnerships and sponsoring of professional sports teams and players.
Fastener News Desk’s editor-in chief was watching the US Ski Team in an alpine downhill event and was absolutely astonished to see the Würth Group brand name on the downhill course as well as the bibs that the professional ski teams from around the world wore over their ski suits.
It got us wondering how pro sports provides an opportunity for industrial suppliers to engage with potential customers and partners in a unique and exciting environment. We thought this would be a fastenating story, and after some research we concluded that this play for customer experience and brand recognition is worth $10’s of millions of dollars! We found sports sponsorships offer fastener distributors and manufacturers the opportunity to connect with B2B buyers in a unique way. By sponsoring professional sports teams or events, these companies can tap into the emotional connections that people have with their favorite teams, players, and sports. This emotional connection can translate into increased brand loyalty and positive customer experiences.
In today’s competitive B2B landscape, customer experience has become a key differentiator for industrial suppliers looking to build loyal customer bases. By investing in pro-sports partnerships and sponsorships, suppliers have found an effective way to connect with B2B buyers who are passionate about their favorite teams and players. Whether it’s sponsoring a local school team or a professional sports franchise, these partnerships allow suppliers to tap into the emotional connections that buyers have with their teams and create positive associations with their brands. By offering memorable experiences and leveraging the excitement of sports, suppliers can increase engagement and build long-lasting customer relationships that drive business growth.
Industrial companies are becoming heavily invested in pro-sporting events for a variety of reasons, increasing brand exposure and having the opportunity to connect with potential customers in a unique and engaging way. These events attract a large and diverse audience, which can include key decision makers and influencers in the industries that these industrial suppliers serve.
Many of these companies identify with the value in the association with the speed and precision of motorsports and how it relates to their own products and services. By sponsoring these events, companies can also demonstrate their support for and involvement in the communities they serve, which can enhance their reputation and build goodwill among customers and stakeholders.
For example, if a customer sees a fastener company’s logo prominently displayed on the jersey of their favorite NASCAR driver, they may feel a positive association with that company and be more likely to do business with them in the future. This emotional connection can extend beyond just the product or service being sold and can help create a lasting relationship between the fastener distribution business and the customer.
Additionally, sponsoring sports teams and events can create opportunities for customer engagement and experiential marketing. Companies can host events and promotions around sporting events, such as meet-and-greets with athletes or fan experiences, which can further deepen the emotional connection with customers and future workforce.
Ultimately, the goal of sports sponsorships is to create a positive customer experience that fosters loyalty and leads to increased sales. By connecting with customers in their happy place, such as watching sports, fastener companies have the potential to create lasting relationships with their customers and drive business growth.
These industrial suppliers view major league sports and NASCAR as an opportunity to showcase their brands to a large and diverse audience, including fans of motorsports, construction, and manufacturing industries to name a few.
There are several industrial fastener players that are all in when in comes to pro sports sponsorships! One of the most noteworthy on a global scale is definitely Würth Group.
Here’s a glimpse of the playing field in industrial distribution partnerships and sponsorships:
Würth Group
The Würth brand has been an integral part of international sports competitions for many years. The Würth Group has been supporting athletes on all continents since the 1970s: “team spirit, motivation and the will to give your best are values that not only count in sports, but also significantly shape the corporate culture of the Würth Group.”
Photo credit: Würth
Würth Industry has invested in a variety of sports sponsorships, including:
NASCAR: Würth is a primary sponsor for the Richard Childress Racing team in NASCAR’s Cup Series. The partnership has been in place since 2014 and includes branding on the team’s race cars, driver uniforms, and team equipment.
Professional Golf: Würth has been the official tool sponsor for the PGA Tour since 2016. As part of the sponsorship, Wurth provides tool support to golfers and caddies during tournaments, and its branding is prominently displayed at events.
Downhill Skiing: Würth sponsors the U.S. Men’s and Women’s Alpine Ski Teams, providing the teams with technical support and equipment. The partnership began in 2017 and has helped Wurth build a presence in the skiing community.
Photo credit: Würth
Downhill Skiing: In January Würth, in addition to sponsorship commitment with the German Ski Association, we acted as event sponsor at the Tour de Ski in Val di Fiemme and at the night slalom event in Garmisch-Partenkirchen. On both events our brand was visible on the bibs of the athletes, as well on boards”.Soccer: Würth is a sponsor of the Atlanta United FC, a professional soccer team in the Major League Soccer (MLS) league. The partnership includes branding on team jerseys and signage at the team’s home stadium.
- Soccer: Würth is an official partner of the German Football Association (DFB). Since 2022, the Würth brand has been featured at the international matches of the German men’s national team, the women’s national team, and the U21 team.
Photo credit: Würth
Photo credit: Würth 1983
Photo Credit: Würth
Photo Credit: Würth 2022
Photo credit: Würth
Photo credit: Würth
The Würth 400 is coming to Dover Motor Speedway! The first-ever Würth-sponsored NASCAR race will take place at the Monster Mile on Sunday, April 30th, 2023! To learn more: visit Wurth Racing. 
“As a proud partner of Team Penske since 2012, NASCAR and motorsports has been synonymous with Würth for many years,” said Thomas O’Neill, executive vice president of the Würth Group. “We are ecstatic to be able to partner with Dover Motor Speedway for the upcoming April NASCAR Cup Series race in Delaware. We look forward to bringing an exciting event to the fans and a memorable experience to our business partners. We’ve always had an excellent experience at the Monster Mile and look forward to celebrating in Victory Lane with this year’s Würth 400 winner.”
Overall, Würth’s sports sponsorships have helped the company build brand awareness, connect with customers in new ways, and promote its products and services to a wide audience. By partnering with successful sports teams and events, Wurth has been able to build a positive image and differentiate itself from competitors.
About Würth Group
The Würth Group is a worldwide wholesaler of fasteners, screws and screw accessories, dowels, chemicals, electronic and electromechanical components, furniture and construction fittings, tools, machines, installation material, automotive hardware, inventory management, storage and retrieval systems.
Website: Würth Group
Stanley Black & Decker
The NASCAR CRAFTSMAN® Truck Series™ Roars Back to Daytona®
A manufacturer of industrial tools and fasteners, and have sponsored NASCAR events and teams, including Richard Petty Motorsports. the NASCAR Truck Series was first introduced in 1995, Craftsman served as the title sponsor, and it remained that way for 14 seasons until 2008. In 2023 the Truck Series is once again officially known as the Craftsman Truck Series.
Stanley Black & Decker Steps Up To the Plate: CRAFTSMAN Named Official Tools Sponsor of Six Major League Baseball Teams. In April of 2022 Stanley Black & Decker announced that its iconic CRAFTSMAN brand will be the official tools sponsor of the Boston Red Sox, New York Mets, Miami Marlins, Cleveland Guardians, Cincinnati Reds and Oakland Athletics for the 2022 MLB season. This marks Stanley Black & Decker’s 14th year partnering with MLB teams which helps showcase one of the company’s most iconic brands – CRAFTSMAN – to millions of baseball fans. Like baseball, CRAFTSMAN is synonymous with American pride. Since 1927, homeowners, home builders, auto enthusiasts and master mechanics have trusted the CRAFTSMAN brand. This year’s sponsorship includes being named the official tools sponsor for each team, stadium signage and assets and VIP experiences to allow the company to engage with its customers. The company will use MLB assets including tickets, hospitality, ceremonial pitches and other VIP experiences to honor tradespeople around the country including plumbers, contractors, electricians, HVAC technicians and more throughout the baseball season.
Photo credit: Lesley Ann Miller/Motorsport Images
“At the top of their game, our amazing partners give back in so many ways – by empowering those of all abilities, promoting gender equity, inspiring trades careers and more. And they extend the impact of our brands to their fans and audiences around the globe.”
Joe Gibbs Racing | NASCAR Team
About Stanley Black & Decker
Headquartered in the USA, Stanley Black & Decker (NYSE: SWK) is the world’s largest tool company operating manufacturing facilities worldwide. Guided by its purpose – for those who make the world – the company’s more than 50,000 diverse and high-performing employees produce innovative, award-winning power tools, hand tools, storage, digital tool solutions, lifestyle products, outdoor products, engineered fasteners and other industrial equipment to support the world’s makers, creators, tradespeople and builders. The company’s iconic brands include DEWALT®, BLACK+DECKER®, CRAFTSMAN®, STANLEY®, CUB CADET®, HUSTLER® and TROY-BILT®. Recognized for its leadership in environmental, social and governance (ESG), Stanley Black & Decker strives to be a force for good in support of its communities, employees, customers and other stakeholders.
Website: www.stanleyblackanddecker.com
Fastenal Company
Fastenal is in partnership with a number of sports teams in various sports, including:
- NASCAR: Fastenal is the primary sponsor for the #17 car driven by Ricky Stenhouse Jr. in the NASCAR Cup Series.
- Major League Baseball (MLB): Fastenal is an official supplier to several MLB teams, including the Minnesota Twins, Milwaukee Brewers, Chicago Cubs, and St. Louis Cardinals.
- National Football League (NFL): Fastenal has partnerships with several NFL teams, including the Minnesota Vikings, Green Bay Packers, Chicago Bears, and Dallas Cowboys.
- National Hockey League (NHL): Fastenal is an official supplier to several NHL teams, including the Minnesota Wild, Chicago Blackhawks, and St. Louis Blues.
- NASCAR: Fastenal is the primary sponsor for the #17 car driven by Ricky Stenhouse Jr. in the NASCAR Cup Series.
Photo credit: Andre Lizano at 2023 Fastenal Expo
About Fastenal
Fastenal provides a broad offering of industrial supplies, including fastener, safety, and metal cutting products, to manufacturing, construction, and state and local government customers through approximately 3,300 in-market locations (branches and customer-specific Onsite locations) spanning 25 countries. With continual investment in tailored local inventory, dedicated local experts, and flexible FMI® (Fastenal Managed Inventory) and digital solutions, we help our business partners achieve product and process savings across the supply chain – a “high-touch, high-tech” approach encapsulated by our tagline, Where Industry Meets Innovation™. Our local service teams are supported by 16 regional distribution centers, a captive logistics fleet, multiple teams of industry specialists and support personnel, and robust sourcing, quality, and manufacturing resources, enabling us to grow by getting closer to customers and providing innovative and comprehensive solutions to customer supply chain challenges. www.fastenal.com.
Leland Industries sponsors NASCAR.
Photo credit: Leyland Industries Inc.
About Leland Industries
Leland produces domestic fasteners for OEM and Industry. A privately held Canadian company using only domestic Steel and Labor, Leland has grown and expanded to include eight sales branches and warehousing facilities in Canada and the United States, with the recent opening of an office and warehouse in Tulsa, Oklahoma. The company’s headquarters recently underwent a 50,000 sq. ft. expansion, allowing all phases of production and management to be encompassed in one 205,000 sq, ft. facility, located on ten acres in suburban Toronto. Website: LelandIndustries.com
Photo credit: Optimas Solutions
Optimas Races Into The Pinnacle Of British Motorsport With Taylor-Smith: Optimas, the leading global industrial distributor in fastening and supply chain solutions is today delighted to announce an exciting new partnership with multiple British Touring Car Championship race winner Árón Taylor-Smith for the 2023 season.
“I absolutely love the synergy that exists between Optimas and a motorsport program. The company is built around improving efficiency within an organisation which echoes exactly what we are trying to achieve each race weekend. One of the first points that we discussed in our initial meeting was the mantra of ‘teamwork’ within Optimas and I instantly knew that working together would offer a host of opportunities, not just for Optimas but for my entire partner network.” – Árón Taylor-Smith
About Optimas Solutions
Optimas is the leading global industrial distributor and service provider specializing in fastening, components, PPE, MRO and supply chain solutions for manufacturers seeking to improve efficiency and profitability.
Website: Optimas.com
Green Bay, Wis. – based Packer Fastener, has decided to sponsor a unique sport as a way to promote its brand to potential customers. Packer Fastener has sponsored MK Motorsports’ Just Get ‘er Done II Monster Truck since mid-2021. The truck is driven by hometown talent, with Brandan Tulachka from Kewuanee, Wis., taking the wheel to drive Just Get ‘er Done II in Monster Jam shows throughout the United States and in other countries around the world.
Photo credit: Packer Fastener
“Sponsoring Brandan just seemed like a great fit for us,” said Terry Albrecht, president of Packer Fastener. “Our company culture is a lot of fun and we strongly support family and our local community. Brandan grew up in the same town as many of us, and when you really think about Monster Trucks shows, they’re a fun activity that brings families together. Our employees and our customers all get excited every time Monster Jam comes to town. It’s a great way to connect with our customers in a unique way.”
Photo credit: Packer Fastener
About Packer Fastener
Founded in 1998, Packer Fastener is a business-to-business threaded fastener and industrial supply powerhouse offering a comprehensive line of products and services. Ten physical locations serve customers throughout Wisconsin, Illinois, and Minnesota, while a national sales department supports customers throughout the United States. Focusing on speed, accuracy, and availability, Packer Fastener differentiates itself through its culture and people, who outhustle the rest and outperform the best.
Website: PackerFastener.com
Global Industrial to Honor its Associates at NASCAR Xfinity Series Race with Hood Takeover
Photo credit: Global Industrial
About Global Industrial Company
Global Industrial Company (NYSE:GIC), through its operating subsidiaries, is a value-added distributor. For more than 70 years Global Industrial has gone the extra mile for its customers and offers more than a million industrial and MRO products, including its own Global Industrial Exclusive Brands™. With extensive product knowledge and a solutions-based approach, Global Industrial helps customers solve problems and be more successful. At Global Industrial, “We Can Supply That®“
Website: GlobalIndustrial.com
KATO Fastening
Justin Ashley Secures Kato Fastening Systems For 2023 And Beyond. Read more:
Photo Credit: Kato Fastening Pro-Kits
Photo credit: Justin Ashley Racing
About KATO Fastening
KATO Fastening Systems, Inc. (KATO) was established in 1997 to focus on, and serve the North American fastener market.
Website: KatoFastening.com
Specialty Fasteners
About Specialty Fasteners
The Specialty Fasteners #51T team is currently busy in the shop making sure the cars are ready for the season openers in Florida. In addition to working on the cars in the shop, they are exploring corporate partnership opportunities for the upcoming campaign. If you or your company would like to be a partner with the Specialty Fasteners team in 2023, please contact Eddie Tafoya Jr. via phone at (909) 393-3999 or by e-mail at mailto:teamtafoya@aol.com.
Website: Specialty-Fasteners.com
Photo credit: Team Tafoya
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