Nigel Budden on sponsorship
From Q&A with Axalta's Nigel Budden · · ABRNmagazine
“We signed up for another three years with Hendrick Motorsports, marking 22 years of sponsorship, which I believe is the longest running sponsorship in NASCAR. This is a key expense for us and we are very focused on ramping it up to the next level to get a good return.”
On , Nigel Budden, President of the Americas at AXALTA COATING SYSTEMS LTD, spoke about sponsorship during Q&A with Axalta's Nigel Budden on ABRNmagazine.
About Nigel Budden
Nigel Budden, President of the Americas at Axalta Coating Systems, discussed the company's first year as an independent entity following its separation from DuPont Performance Coatings. In a September 2014 interview, Budden stated that the company exceeded its own sales expectations and launched new products while establishing its brand identity. He noted that Axalta renewed its sponsorship with Hendrick Motorsports for an additional three years, describing it as the longest-running sponsorship in NASCAR and a key expense the company aims to leverage for a strong return. Budden also addressed Axalta's partnership with Service King, one of the largest multi-shop operators (MSOs), which chose Axalta as its paint supplier. He said the company is closely examining the consolidating MSO segment. Budden highlighted investments including a five-million-dollar coating technology center in Wilmington, Delaware, and the introduction of products such as the Acquire Plus EFX portable spectrophotometer and the Spectrum Master design tool. He emphasized that Axalta's offerings extend beyond paint to include training centers, customer service, and support.