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True Value has announced that it will once again partner with the International Race of Champions (IROC) to celebrate the best of the best in the racing world at the upcoming IROC event scheduled for July 19-20 at Lime Rock Park in Connecticut. True Value was a title sponsor of the IROC series for decades, with the final year of the partnership in 2003. This is the first IROC event in nearly 20 years.
“True Value and IROC are synonymous brands across racing and hardware, so it is truly incredible to be an integral part of an iconic event,” says True Value CEO Chris Kempa. “Our partnership brought joy, enthusiasm and a deep connection to the community to our stores, as we all rallied behind champions of their sport. We are thrilled to not only welcome the return of these legends, but to continue to serve as part of their legacy.”
More than a dozen original IROC cars sporting the True Value brand will be on display at the event. Some of the legendary drivers who raced these cars will also be in attendance to celebrate with fans, including Mark Martin, Bobby Labonte, Al Unser Jr., Geoff Bodine and Ken Schrader.
“The primary objective of our IROC event at Lime Rock Park was to reignite the passion and excitement racing fans have for the legendary IROC brand. With today’s announcement, we have taken that one step further by rekindling one of the most iconic partnerships in motorsports history with True Value and IROC,” says IROC co-principal Ray Evernham. “True Value and their customers supported IROC for many years, and we are grateful to have them involved as we bring IROC back to the track.”
Drivers will once again have the opportunity to sport True Value gear, and several local True Value store owners will attend the event in celebration of its return.
“As True Value celebrated 75 years last year, and as we refreshed our own iconic brand this year, we reflected on legacy and the partners who have made it possible,” Kempa says. “IROC is essential to the history of True Value, and we’re proud to be part of its future.”
