IRWIN: IRWIN Tools Night Race

HB&M Sports has partnered with IRWIN Industrial Tools since their initial foray into NASCAR in 2003. We served as the liaison between the racing team and the client to develop a primary car sponsorship program with Roush Fenway Racing.


HB&M Sports was involved with the design of the paint schemes along with program development, serving NASCAR drivers Kurt Busch and Jamie McMurray. Busch carried IRWIN to the NASCAR Sprint Cup Series Championship in 2004.

In 2010, IRWIN Industrial Tools took over the Night Race entitlement sponsorship at Bristol Motor Speedway from sister company Sharpie, starting a new chapter in IRWIN's NASCAR program. Through personalized client, agency and track relationships, HB&M Sports led both clients through a seamless transition, continuing to manage and execute new sponsorships for both Sharpie and IRWIN.

Using the IRWIN Tools Night Race sponsorship as a key venue for brand-building activity, HB&M Sports works with the IRWIN team to influence their target demographic of NASCAR fans and professional tradesmen. Utilizing the venue and race exclusives allows IRWIN to build new customer relationships and fortify existing partnerships with distributors.

Our sponsorship strategy and creative leadership allows IRWIN to expand on various marketing campaigns, including National Tradesmen Day, a program that raises awareness and thanks tradesmen on a national platform. Tactics include grand marshal exclusive with 300 tradesmen guests, campground promotions, donation of grandstand tickets, and specialized Tradesmen Tributes.

Event management of the IRWIN Tools Night Race includes consumer interactive activation, promotional execution and fulfillment, public relations, customer advisory council meetings/events, turnkey logistics, multiple customer hospitalities for over 550+ guests, complete ROI analysis and much more.