Automotive floor mat manufacturer WeatherTech has assumed the naming rights of Laguna Seca Raceway in Monterey, California creating WeatherTech Raceway Laguna Seca. The contract is for five years with an option for an additional five years. The deal will go into effect April 1.
Automotive accessory retailer WeatherTech, known for its DigitalFit™ floor mats manufactured in America, expands its footprint in the motorsport sector complementing its sponsorship of the IMSA WeatherTech SportsCar Championship with the addition of the naming rights for WeatherTech Raceway Laguna Seca.
“I had a brief discussion with Gill Campbell about a year ago regarding our interest in the naming rights for Laguna Seca,” David MacNeil, founder and CEO of WeatherTech, said. “We did our due diligence over the last month and we arrived at a mutually agreeable deal. We are proud to be a part of the future of WeatherTech Raceway Laguna Seca.
“They have a great schedule of events that brings in a wide range of fans, participants and automotive enthusiasts that really fits our marketing profile. In addition, we will help the team at WeatherTech Raceway Laguna Seca to broaden that schedule in any way that we can.”
“We are excited to have WeatherTech as our brand partner for WeatherTech Raceway Laguna Seca,” said Michael Smith, interim CEO of WeatherTech Raceway Laguna Seca. “They are a dynamic company and are very aggressive marketers. The WeatherTech deal allows us to broaden the portfolio of companies that want to utilize the circuit and grounds for events. We have a lot more exciting news to announce in the future.”
The 2.238-mile, 11-turn race track is complemented by a 200-acre multi-use infield area. The track plays host to racing events (Ferrari Challenge, IMSA WeatherTech SportsCar Championship Continental Tire Monterey Grand Prix, Porsche Rennsport Reunion, MOTUL FIM World Superbike Championship GEICO U.S. Round featuring MotoAmerica, Ferrari Challenge, Monterey Pre-Reunion, Rolex Monterey Motorsports Reunion, Spring Classic, California 8 Hours presented by Pirelli World Challenge) as well as cycling events (Sea Otter Classic, Amgen Tour of California) and is expanding its event portfolio with events like the Red, White and Blues Festival.