Sears returns to drag racing with Hagan FC sponsorship

Sears, Roebuck and Co.'s iconic brand DieHard will be the primary sponsor of the Dodge Funny Car driven by Matt Hagan in the 2010 NHRA Full Throttle Drag Racing Series. Sears’ Craftsman brand previously was a major sponsor with the NHRA.

The DieHard brand has been marketed by Sears since 1967. To help promote the DieHard battery chargers, portable power and inverters, Don Schumacher Racing will campaign the DieHard Dodge Funny Car, with associate sponsorship from shelor.com, in the 2010 NHRA series.

"The agreement between DieHard, one of the most trusted names in the automotive industry, and Don Schumacher Racing is a perfect match," said Erik Rosenstrauch, general manager of DieHard brand business unit, "Our involvement with one of the premier racing teams in NHRA further enables us to drive our business and engage consumers about the excitement behind DieHard.”

Crew chief Tommy DeLago will continue to tune the DieHard Dodge in 2010, as the 23-event NHRA season begins in Pomona, Calif., this Thursday.  (photo courtesy Don Schumacher Racing) [2/9/2010]