MAKING IT SUPER

Supercheap Auto have been involved in Supercars at various levels for over two decades

The company’s lengthy and continuing involvement has included (but not been limited to) 16 years as the naming rights sponsor for the Bathurst 1000, and full car sponsorships with Paul Morris Motorsport, Tickford Racing, and Walkinshaw Racing.

Today, Supercheap Auto’s ongoing passion and support for the category continues with Triple Eight Race Engineering, headlined by its ‘wildcard race team’ program.

Supporting a young rising star in their quest to become a full-time Supercars driver by giving them a once in a lifetime opportunity to partner with a Supercars icon in Australia’s greatest race – the Bathurst 1000 – a wildcard is a once-off entry granted special permission to compete by the sports governing body.

In May, Supercheap Auto and Triple Eight Race Engineering officially launched their third consecutive Supercars Championship wildcard, in front of a packed crowd of fans at Maritime Green Northshore in Brisbane.

“Our wildcard launch event was an industry-first for an automotive brand to bring the sport and our trade partners to a new audience at a public event,” Supercheap Auto Sponsorship Manager, Justin Murray, said.

“This was achieved with the venue being next door to a popular Brisbane market, ‘Eat Street’, which predominantly is a younger audience.

“Essentially, we wanted to make the wildcard race team launch SUPER and celebrate the sport, while bringing automotive to a new audience.

“To achieve this, Supercheap Auto put on an event that was unique and had something for everybody. From race car displays to giveaways and games, wrapped up by a spectacular fireworks display, the wildcard team launch achieved all of its objectives and delivered brand awareness that has only been enjoyed previously by brands like Red Bull.”

The 2023 entry follows Supercheap Auto and Triple Eight Race Engineering’s 2021 and 2022 entries, for then 18-year old Broc Feeney with Supercars legend Russell Ingall (2021) and then 22-year-old Declan Fraser with Supercars Hall of Famer, Craig Lowndes (2022).

Both Feeney and Fraser went on to full time drives the following year with Supercars teams identifying both drivers as future stars. In fact, last year the wildcard team of Declan and Craig finished eighth – the best Bathurst 1000 race result for a wildcard in Supercars history.

Now in 2023, young gun Zane Goddard has been given his best chance of Supercars glory by partnering up with Craig Lowndes for this year’s Bathurst 1000, as well as additional events at the Darwin Triple Crown (June) and the Sandown 500 (September).

While an undeniably great opportunity for the stars of the future partaking in this wildcard program, there are also significant benefits for those behind the program, including Supercheap Auto.

“The Supercheap Auto wildcard delivers a great return on investment for us by partnering a high profile driver with a young rising star,” Supercheap Auto Sponsorship Manager, Justin Murray, said.

“We’re able to bring to life this beautiful narrative of the ‘master and apprentice’ through content that is integrated across multiple media touchpoints, with the legend driver an instant media attraction, benefiting the younger driver, who is refining his offtrack media craft and understanding to handle high pressure media moments.

“The wildcard also continues Supercheap Auto’s connection to the Bathurst 1000 event, which it held as a major sponsor between 2005 through to 2020.

“Across our entire sponsorship portfolio, which is of course highlighted by the Supercars wildcard, we are able to enjoy outstanding business benefits, with our brand able to connect and engage with our core audience.

“Motorsport remains a very important audience for Supercheap Auto and our integration strategy allows us to connect with existing and new fans through engaging activations, unique behind the scenes insights and driver access.

“Further, by building credibility with the customer through the wildcard program and its drivers, product integration is built into the strategy of content deliverables and promotional activities.”

While the 2023 program once again pairs a master and apprentice, there is a twist on this year’s line-up.

“Our 2023 wildcard program is similar to previous years with one exception, Zane Goddard is no Supercars rookie.” Justin said.

“Despite being just 23 years old, he has already completed one and a half seasons in Supercars (half of 2020 and all of 2021).

“Last year’s Bathurst 1000 didn’t deliver for Zane as a co-driver, so 2023 offers his chance at redemption with a great team behind him in a high profile entry.

“This has instantly raised his profile and returned Zane to the spotlight as a future star to watch, and we are proud to be a part of that for him.”

Supercheap Auto’s sponsorship strategy is a multichannel approach that Justin explains benefits its customers, trade partners and the Australian automotive aftermarket trade, while spreading the ‘Make it SUPER’ message across social media, catalogues, TV, content, media and PR.

“Club members have great access to our drivers, with multiple event activations and store appearances, while also being given the chance to win money can’t buy experiences,” Justin said.

“Supercheap Auto’s broad sponsorship portfolio allows us to create unique prize packages to deliver value to our club and trade partners.

“The Supercheap Auto wildcard is regularly supported by Century, Bosch, Bendix, ToolPRO and Sperling. Sony, Turtle Wax and ACDelco have also joined the wildcard-entry in 2023, having seen the great value and engagement the program delivers on track and off.

“At Supercheap Auto, we also believe it is important that we continue to make automotive super and one way we’ve achieved this with sponsorship is the multi-channel approach.

“For instance, just last year leading into the Bathurst 1000, Supercheap Auto Racing’s Declan Fraser was a guest questionnaire on Channel 10’s hit show, Have You Been Paying Attention. This audience differs from the traditional core customer which put our brand, the sport and automotive as a whole in front of a new consumer.”

To learn more about Supercheap Auto, visit www.supercheapauto.com.au