The phrase identifies a specific period in the career of a well-known race car driver and businessman, linked with a major home improvement retailer. This partnership was prominent within the context of NASCAR, representing a significant sponsorship agreement between a prominent figure in motorsports and a national brand.
The association brought considerable visibility to the retailer, utilizing the driver’s popularity and the sport’s broad audience. The arrangement was mutually beneficial, providing financial backing for the racing team and extensive marketing opportunities for the sponsor. This sponsorship occurred during a period when corporate investment in motorsports was a common strategy for brand awareness.
