What is an End User Logo (EUL) program and how does it benefit sponsors?

Stanley Black & Decker's EUL program puts wholesale customers' logos on race cars for weekends as a relationship-building tool. For example, a construction company customer in the Talladega area might get their logo on a car, receive behind-the-scenes tours, and get meet-and-greet opportunities. While the hope is increased purchases, the primary value is building unforgettable relationships with customers. As Tony explained, 'They're never going to forget and so the next time they need to buy tools, they think of Stanley Black & Decker.' This creates bucket list experiences that cement long-term business relationships.