Allied Steel drives new business with Canadian NASCAR sponsorship

American-based Allied Steel says its sponsorship of a car in the Canadian NASCAR series helped the maker of prefabricated steel buildings expand its Canadian market reach.

[November 6, 2007]   As Allied Steel’s name zipped around Canadian NASCAR series tracks this season, it helped the company take the checkered flag in landing new contacts and exposure.

“Canada is a really important market for our company,” says Mike Lassner, Allied Steel Buildings president.

“During the season, we got a call all the way from British Columbia from a company interested in doing business with us. They had learned about us thanks to that sponsorship. It was just fantastic and it worked.”

This year Allied Steel signed a three-year sponsorship deal with NASCAR Canada. The sponsorship included presenting status of the 2007 NASCAR Fan Guide, primary sponsorship of the No. 77 Allied Steel Buildings Dodge, driven by Derek Lynch and presenting sponsorship of the season’s grand finale race, the Dodge Charger 250 at Kawartha Speedway.

The Fort Lauderdale-based Allied Steel Buildings has a Canadian location in Woodstock, Ontario.

“Allied has been involved in NASCAR in the United States for a number of years and our staff are true race fans,” says Lassner. “We could not see a better fit than being able to support and help develop auto racing in Canada.”

Through past sponsorships of NASCAR drivers Jimmy Spencer, Dave Blaney and Robbie Gordon, the company has become a recognized name in the world of auto racing.

However, the massive popularity of NASCAR in the United States made it easy to be lost among the numerous sponsors and marketing machines at play.

“NASCAR is so big, you can get lost in it,” says Lassner.

“It definitely did help us grow and get recognized. The grassroots feel in the Canadian series, as you meet the race fans at the speedway, is great.”

Walking around racetracks, such as the Barrie and Kawartha speedways, and soaking in the roar of car engines, the smell of gasoline and speedway food and meeting race fans along the way is an incredible experience, says Lassner.

“At Kawartha we saw fans wearing shirts with the name Allied Steel on it, some of them shaking our hands thanking us for what we have done. It is a pretty surreal experience,” says Lassner.

Over the last four years, Allied Steel has grown from four employees to 40 and its sales have doubled to more than $40 million last year. The company sells pre-fabricated steel structures and designs custom steel buildings.

Canada is a strong market for Allied Steel because its climate is a perfect fit for the company’s pre-fabricated structures, such as backyard sheds, garages or large agriculture buildings, notes Lassner.

The Allied Steel racing team notched its first win at Cayuga Speedway this past September at the Subway 200. Lynch placed first in a race which had 14 lead changes among 10 drivers. Lynch, from Warkworth, Ontario, finished the season fifth overall, with 1, 713 points, one win, five top-five finishes and $34,375 in winnings during the 12 race season.

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