Beginning in 2020, Great Southern Wood Preserving, Incorporated’s banner brand – YellaWood® brand pressure treated pine – will be the title sponsor of the fall NASCAR Cup Series playoff race held at historic Talladega Superspeedway, NASCAR’s biggest and most competitive track. Currently scheduled to take place on Sunday, October 4*, less than 200 miles from Great Southern Wood’s headquarters in Abbeville, Ala., the YellaWood® 500 will be a celebration the whole state – and both industries – can get behind.
This year Great Southern Wood will pay homage to its employees, dealers, contractors and homeowners as it celebrates its 50th year in business. The company’s exciting slate of initiatives will mark the organization’s semicentennial and start in its own Alabama backyard.
Over its five decades of operation, Great Southern Wood has transformed from a two-man crew loading treated lumber into a pickup truck for dealers in rural Alabama to an industry leader serving a network of dealers in 28 states, the District of Columbia and international markets. Whether through the creation of its YellaWood® brand in 2004, the addition of new product lines over the years, or the launch of its renowned brand campaign For Five-Star Backyards.®, Great Southern Wood has created a distinct reputation in the market.
“We are excited to kick off our 50th anniversary celebrations with this NASCAR partnership,” said Founder and CEO Jimmy Rane. “We’re honored to join in the great legacy at Talladega as we recognize our own milestone journey as a company. This is a chance to share our vision and our YellaWood® brand products during a highly competitive and high profile event.”
“We are thrilled to welcome a fellow Alabama company – Great Southern Wood – and its YellaWood® brand to the Talladega Superspeedway family,” said Brian Crichton, President of the track which celebrated its first 50 years in 2019. “It’s two iconic brands in our state coming together to create an authentic connection that fans, employees and customers will rally behind. The 3- and 4-wide racing at 200 mph on the high banks of Talladega is like no other, and we look forward to the YellaWood® 500.”
Branding elements for the YellaWood® brand will include signage, social and digital media, radio, broadcast and others, all of which will be retained for both this year and the 2021 races at the 2.66-mile venue. Additional partnership assets will be featured at Daytona International Speedway, Kansas Speedway and Martinsville Speedway.
“We’re looking forward to evolving the For Five-Star Backyards.® campaign with incorporation into the YellaWood® 500 at Talladega Superspeedway,” said Chief Marketing Officer James Riley. “The NASCAR partnership is the perfect time to engage as the sport continues on an upswing with millions of fans. We are proud to share the legacy of the Great Southern Wood brand with them.”