True Value increases IROC sponsorship

More than a dozen original True Value branded IROC cars will be on display at this fan event. Legendary drivers who have driven these cars will also be on hand to celebrate with fans. In addition, the event will see the return of beloved classics from the track, including the True Value toolbox in the paddock.

“The primary goal of our IROC event at Lime Rock Park was to reignite racing fans’ passion and excitement for the legendary IROC brand. With today’s announcement, we have gone a step further by reviving one of the most legendary partnerships in motorsport history with True Value and IROC,” said IROC Co-Director Ray Evernham.

“True Value and its customers have supported IROC for many years and we are grateful to have them help get IROC back on track.”

Among the returning cars and renowned drivers will be former participants of the IROC series:

driver

• Mark Martin – 5-time IROC Champion
• Bobby Labonte – 2001 IROC Champion
• Al Unser Jr. – 2-time IROC Champion
• Geoff Bodine – IROC Champion 1987
• Ken Schrader
• Geoff Brabham
• Davy Jones
• Greg Biffle

cars

• Red #5 Dale Earnhardt IROC Gen 3 Camaro
• Green #1 Mark Martin IROC Avenger
• Orange #1 Dale Earnhardt IROC Avenger
• Yellow Al Unser, Jr. IROC Avenger
• White #5 Danny Sullivan IROC Avenger
• Silver #6 Jeff Gordon IROC Firebird
• Black #1 Bobby Labonte IROC Firebird

Riders will once again have the opportunity to wear True Value gear and several local True Value store owners will be at the event to celebrate the return of the product.

“As True Value celebrated its 75th anniversary last year and we refreshed our own iconic brand this year, we reflected on our legacy and the partners who made it possible,” said Kempa. “IROC is integral to True Value’s story and we are proud to be part of its future.”