VP Racing Teams Up With Wayne for Video-at-the-Pump

inOvationTV media platform to drive awareness for brand, motorsports partners

VP Racing Fuels Wayne (CSP Daily news / Convenience Stores / Gas Stations)

ELMENDORF, Texas -- VP Racing Fuels has aligned with Wayne, a global innovator of fuel dispensers and technologies, to provide equipment for gas station sites across the Midwest, Mid-Atlantic and southern United States. These selected sites will receive Wayne Ovation fuel dispensers equipped with the inOvationTV media program.

As an equipment supplier for VP Racing Fuels, Wayne will be able to provide its products and services to numerous retail partners across the country.

The inOvationTV media platform provides the opportunity to help build the VP Racing Fuels brand and drive retail customers into its retail stores to purchase VP-branded products. With video-at-the-pump focused on VP Racing Fuels' 40 years of winning performance in motorsports, inOvationTV media programs will help build affinity for the retail stores and credibility for its consumer products.

It will also help drive increased attendance and television viewership of race events promoted by VP Racing Fuels' race series partners, including the Tudor United SportsCar Championship, TORC (The Off Road Championship), World of Outlaws Sprint Cars, and others.

"Ovation dispensers with the inOvationTV media platform will help VP-branded station owners further differentiate their location from neighboring fueling sites," said Alan Cerwick, president of VP Racing Fuels. "Through exciting racing footage, we'll enhance the customer experience while using the platform to help drive overall gallons and premium gallons along with awareness for our packaged consumer products. Aligning ourselves with Wayne will drive increased interest at our fueling sites and at the racing sites of our industry partners, as well as increased sales of VP Madditive performance chemicals and other in-store products."

The relationship also includes a complimentary offer for VP Racing Fuels retailers to upgrade to the Ovation LX dispenser, which, in addition to the sophisticated look and feel of the traditional dispenser, also includes the curved doors and valance for distinctive branding, transaction flow indicator lights, and programmable blink rates on the push-to-start buttons. VP Racing Fuels retail partners also will enjoy discounted prices on premium Wayne equipment that will help them further differentiate their fueling sites against competitors.

"The Ovation dispenser is ideal for VP Racing Fuels, combining advanced media and fueling technology to offer a unique, enhanced experience for both existing and new customers," said Patrick Jeitler, product manager for fuel dispensers at Wayne. "We are pleased to provide the advanced features and functionality that allows VP Racing to grow brand affinity while bringing the Ovation dispenser to a wider audience."

In other VP Racing news, the company has been named official racing fuel and official small engine fuel of Watkins Glen International in New York for all events with the exception of NASCAR. In addition to becoming The Glen's official fuel supplier, it will also be the presenting sponsor of the Ferrari Challenge North America event at WGI, Sept. 19-21, now titled "The Ferrari Challenge North America presented by VP Racing Fuels."

Austin, Texas-based Wayne is a GE business and global leader in the design, manufacturing and servicing of forecourt fueling solutions, offering dispensers, payment platforms, control systems and technology. Last week, Riverstone Holdings, an energy and power-focused private-equity investment firm, signed an agreement to acquire the Wayne fuel dispensers and forecourt technologies business from GE.

Elmendorf, Texas-based VP Racing Fuels is best known as the World Leader in Race Fuel Technology, fueling champions in virtually every form of motorsports on land, sea and air since 1975. VP is the Official Racing Fuel of NHRA Championship Drag Racing, Tudor United SportsCar Championship, World of Outlaws Sprint Cars and Rally America, among more than 60 VP-sponsored racing organizations.