When you have two dominating forces like NASCAR and Wheel Pros working together, it's going to be a game changer.
Myles Kovacs, president of TIS Wheels and co-founder of DUB Magazine

Photo RTO Online

File photo - A TIS Wheel rep at the DUB Magazine show in St. Louis Missouri. See story.  See RTO Online's DUB Show photo gallery here.

Wheel Pros, one of the nation's largest suppliers of branded custom wheels, has reached an exclusive agreement with NASCAR to manufacture and distribute a line of NASCAR officially-licensed wheels. As an exclusive automotive partner under the NASCAR Performance brand, Wheel Pros will utilize NASCAR marks and marketing programs in-store and in related media.

Custom wheel rental is a growing rent-to-own industry segment. Franchise companies including ColorTyme, The Premier Companies and Aaron's all offer custom-wheel rental programs. ColorTyme operates RimTyme, The Premier Companies operates Premier Wheel Workz and Aaron's operates RIMCO. Franchise company RNR, formerly Rent-N-Roll, began re-branding itself as a primarily retail business with a rental-purchase option in 2007 (see story).

In October, 2008, Aaron's announced announced a deal with Michael Waltrip Racing and HD Wheels to produce a MWR branded wheel line exclusively for RIMCO (see story). The wheels are designed by Michael Waltrip and feature the MWR logo. Aaron's introduced the RIMCO franchise at the 2006 Nationwide PrimeTime buying show (see story).

Wheel Pros supplies several leading brands including American Racing, Motegi Racing, TIS, Drop Stars, KMC, as well as a signature wheel series with Cup Series driver Dale Earnhardt Jr.

"As an automotive partner we are looking forward to fully engaging in the sport as successfully as we have in other forms of motorsports," said Jody Groce, president of Wheel Pros.

NASCAR is one of the few professional sports leagues that have created an automotive-specific marketing program for its family of automotive sponsors. The platform, branded as NASCAR Performance, includes exclusive marketing rights, the ability to co-brand products and product packaging as well as involvement in a long list of integrated media and marketing programs.

"When you have two dominating forces like NASCAR and Wheel Pros working together, it's going to be a game changer," said Myles Kovacs, president of TIS Wheels and co-founder of DUB Magazine. "We will be designing and marketing an all new co-branded, urban lifestyle NASCAR/TIS wheel for performance-minded car enthusiasts and NASCAR fans. This partnership is going to rewrite the book and lay down new ground work on how to successfully collaborate."

Wheel Pros and the NASCAR Automotive Group will begin to accelerate this partnership immediately through a variety of comprehensive marketing platforms.

"We look forward to integrating the brand into many facets of our sport and affiliated promotional and marketing programs," Odis Lloyd, managing director, NASCAR Automotive Group said.