28 October 2010 

After signing a major sponsorship deal with iconic Australian drag racing outfit Team Bray earlier this month, Sidchrome has been unveiled today as the new Official Hand Tool Supplier of the ANDRA Pro Series.

The sponsorship deal will see the tool giant become heavily involved in ANDRA Pro Series’ TV show on ONE HD through naming rights of the ‘Tech Talk’ segment.  Sidchrome will also have signage at each of the three national venues (Sydney Dragway, Perth Motorplex and Willowbank Raceway) and of course be the hand tool of choice for the Series.

Arguably the most creative element of their sponsorship package is the naming rights of the elapsed times (ET) for all ANDRA Pro Series competitors.  This will entail both ANDRA and Sidchrome monitoring the best elapsed times throughout each of the six categories for the entire season.  The six competitors at the end of the season will win a Sidchrome top-of-the-line toolbox full of tools.

“Sidchrome has decided to jump in boots and all with ANDRA Pro Series.  Our brand has enjoyed a full makeover in the past 18 months, with new branding, a massive surge in new product development and a real focus on engaging the general public,” said Sidchrome Brand Manager, Ben Hall.

“We see ANDRA Pro Series as a perfect vehicle to get our message across.  Not only will you see strong branding of our “Canna Hand A Man A Grander Spanner” on the Team Bray race cars but it will be exposed right through the entire Series.”

“We want all drag racing fans and TV viewers to know about our new products and some fantastic promotions we are running,” Hall added.

He was quick to point out the current Sidchrome promotion – “We also know ANDRA Pro Series is a great fit for our ‘Truck Load of Tools’ promotion, where we have $62,000 worth of tools and a burnout in a Top Doorslammer with legend Victor Bray to be won.  All fans need to do is go to www.truckloadsoftools.com to go into the draw.”

Commenting on the elapsed times sponsorship, Hall said – “Well, we couldn’t take on the role of the Official Hand Tool without giving the Pro Series competitors the chance to actually own and use a set of Sidchrome tools.  Our sponsorship of elapsed times is our way of giving something back to all of the competitors who make the Pro Series what it is.”

The “Sidchrome Elapsed Times Ladder” list the season’s top ET’s will be shown for all six ANDRA Pro Series categories during each corresponding TV show on ONE HD.

ANDRA Pro Series’ Head of Sponsorship, Dale Brittain said “This is a great example of smart sponsorship marketing and integration.  We have already started working with Sidchrome on maximising their significant investment into ANDRA Pro Series on a number of levels, which is the benefit of having an involvement in both a team and the series.  It’s an absolute pleasure to be welcoming such a prominent and proactive brand in Sidchrome to our strong list of Pro Series partners.”