Brand Updates
New Lesonal Sponsorship Opportunity Offers You and Your Distributors a Spot in the Victory Circle

As part of the Lesonal brand’s engaging new “Great finish. Fast.” campaign that launched in January, AkzoNobel A&AC is pleased to unveil an unprecedented opportunity to generate new business and solidify existing relationships—the Lesonal TUDOR United SportsCar Championship Sponsorship Program. The brand’s first-ever sports-themed program partners with the famed Dempsey Racing team for the 2014 TUSC racing season, which features the Lesonal logo and paint on two Porsche 911s in the GT Class.
The popularity of North American LeMans-style racing continues to, with more than 80,000 attendees at each televised race. The 2014 season schedule includes 10 races in the US and one race in Canada.

“The Lesonal brand re-launch was the perfect timing for us to present this unique sponsorship opportunity to our independent Distributor network,” said Kari Greason, A&AC North American Brand Manager. “The comprehensive nature of the sponsorship program and associated marketing value will not only allow exceptional access to the racing experience, but also provide a compelling platform for them to attract new Lesonal customers.”

With the racing season now officially underway, three strategic races have been selected for piloting the customer entertainment component of the sponsorship. These race-day events will feature up-close-and-personal interaction with the Dempsey Racing Team on race-day (drivers Patrick Dempsey – star of the popular TV series Grey’s Anatomy, Joe Foster, and Andrew Davis), exclusive pit tours, entertainment, food and more!! Date options are:

• July 12-13  Bowmanville, Ontario, Canada
• September 19-20 Austin, Texas, US
• October 1-4  Atlanta, Georgia, US

This is a fantastic opportunity for you to partner with distributors and make them look like a “winner” with key customers and prospects. To learn more about the program details and how you can get involved, contact Karen Norrell at